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LA QUINTA, CALIF. The changes to the media business in the last five years are greater than the previous 500 years, according to IAC’s media and advertising CEO, Peter Horan.
Speaking at the iMedia Agency Summit here, Horan predicted both media companies and advertisers could no longer rely on strong brands. Instead, they must find ways to meaningfully participate in what he calls “intent-driven media.”
“Brand assists the process, but it does not drive the process,” said Horan, whose unit includes Ask, shopping comparison service Pronto, Citysearch and over 50 other digital media properties.
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