Otto Petrovic
3.3The Internet of Things as Disruptive Innovation for the Advertising Ecosystem
Abstract: The connection of physical and virtual objects via the Internet, the Internet of Things (IoT), is one of the most up-and-coming technologies in the digital age. First signs show that the IoT will have a tremendous impact on the whole advertising ecosystem formed by media, agencies, advertisers, and the consumer. Analysing early implementations of the IoT in the health and fitness sector and their impact on the advertising ecosystem, the article shows fundamental alterations in the information-disinformation relation between the involved players and subsequently the impact on their business models. It should also give a guideline for consumers ...
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