Massively Individual

Acclaimed American advertising executive Mary Wells Lawrence once stated, "Come the millennium, I think the greatest demand on the part of mass audiences is going to be for individuality."

Her prediction could not have been more accurate.

Digital technology has allowed us to create a variety of publicly accessible profiles - LinkedIn, Facebook, YouTube, Twitter, just to name a few. Though we may use these channels for a variety of functions (finding a job, connecting socially, promotion), what is consistent is that we all have an audience.

Where we once engaged with our media in anonymity, now our connections, thoughts, affiliations, interests, and viewing histories are increasingly becoming part of our public profile.

This transformation is changing the way we are interacting with media, and the way media interacts with us.