The ad market should brace itself for huge digital transformations in the next few years. Changes that have been afoot for sometime now are on the cusp of hitting the market hard, says serial entrepreneur Dave Morgan, Chief Executive Officer for Simulmedia, who talked about these shifts in the ad business in this interview with Beet.TV.

Look for a convergence of digital trends, he predicts. “The big trends are: all media is going digital, all media is going on demand, all media is becoming personal and all media is becoming accountable. Those are certainties. There are questions about how it unfolds, but in next three to four years it will really hit,” he says, adding that the root of these changes began decades ago.

Morgan has helmed several leading firms in the industry, including founding and running Tacoda, the shop that launched behavioral marketing as well as the ad serving network Real Media. Now he leads Simulmedia, an audience-based TV advertising technology company that is focusing on marrying audience buying with TV, especially in the currently upfront. “I’ve been on a twenty- to twenty-five year path toward this digital change in media and advertising, and I didn’t want to miss the critical moments or innings in the game when we saw things that would take decades to develop finally happen,” he says in explaining why he’s stayed in the business for so long, and steered so many companies.

His tenure had led to being known as a “change agent,” and some of that comes from being in the right place at the right time, he says. “The number one thing to being a good change agent is to go someplace changing. Then pick the things you can actually affect. Big markets won’t be changed by one person or one company, but if you can read the trends right you can get in them.”

Morgan was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital. This is part of the Media Revolutionaries series presented by Microsoft and Xaxis. Please visit this page to view more from the series.

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