It’s like when you stand against the waves at the beach.
You’re prepared for the really big ones, and you can spot them a mile away. They grow, arrive, you’re ready, and they crash through you.
And then you get sucker-punched by the hidden, smaller waves that come right after.
It’s that way with trends in marketing and ad tech. There are many big, obvious ones that continued to roll in during 2017 — AI, personalization, the criticality of good data, conversational engines,
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