Back to the Future Gazing

This chapter is a fun and reflective journey into the future of marketing, advertising, and measurement, echoing George Orwell’s insight on biases and the tendency to overlook inconvenient truths. Bringing together a select group of esteemed researchers, practitioners, and commentators, it offers a glimpse into the potential landscape of the next 5 to 10 years in these domains. With a directive of ‘no boundaries’, contributors candidly share their perspectives and visions of the future, allowing for unrestricted exploration and expression. Through diverse viewpoints and bold predictions, this chapter invites readers to contemplate the possibilities and challenges that lie ahead, fostering a deeper understanding of the evolving dynamics shaping the realm of marketing and advertising, spanning data, privacy, human-led measurement and beyond.