Looking Back on Digital Media in the 2010s, and What's Next

The 2010s gave rise to a public backlash against big data

The rise of digital that began in the 2000s—which saw a notable shift in advertising dollars toward mobile screens, plus the growing dominance of Big Tech on Madison Avenue, aided by a regulatory push symbolized by the upcoming California Consumer Privacy Act (CCPA)—continued into the 2010s, led by Facebook, Google and, increasingly, Amazon.