E-commerce revolution: Digital delivers brands to the head, heart and the home

E-commerce, first-party data and cloud-based systems are among the major drivers that can help brands engage consumers in new ways.

Even as digital marketers continue to stumble over such immediate obstacles as bot fraud, inadequate measurement systems, and incomplete message delivery, the Interactive Advertising Bureau (IAB) – and Randall Rothenberg, its President/CEO – has a big-picture vision for e-commerce that looks far beyond today's operational glitches.

According to Rothenberg – and a new "The Rise of the 21st-Century Brand Economy" report from the IAB – "The cloud is to the 21st century what the mechanical loom was to the 18th century – a technology that changes the geographic scope and human scale of an endeavor."

Randall Rothenberg, President/CEO,...

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