It is not just about Internet of Things. From artificial intelligence to machine learning and chatbots to robots, advertising agencies and brands will need to gear up for all kinds of disruption.

In one of the sessions at Goafest 2018, Dean Donaldson and Jonathan Tavss of Kaleidoko predicted ‘genomedia would be next. “What will come after social media? It will be ‘genomedia. Instead of connecting with a few hundred of their real friends, people will like to connect with a wider set of people and relatives within the same gene pool.”

“Brands will need to look at leveraging this trend. We believe geno-targeted advertising is going to become a reality,” the duo added. At the same time, they believe consumers will have more control over their own data and decide what kind of data they want to share with advertisers.