The Rise of Media Quants

College prof Joseph Turow on how data-driven advertising is shaping the world

The promise of the Internet was a digital world in which the consumer was king. But in The Daily You, Joseph Turow, a professor of communications at the University of Pennsylvania’s Annenberg School, argues that today’s hypercustomized media landscape is actually minimizing consumers’ power. He talked to Adweek about the rise of the media buyer and the new data-driven advertising machine.

Adweek: What’s the back story on the book’s title?

Turow: Nicholas Negroponte [co-founder of the MIT Media Lab] published a book in the mid-’90s called Being Digital.

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