January 6, 2014 | Comments
Ahead of the 2014 Consumer Electronics Show (CES) in Las Vegas, ClickZ sat down with Michael Lebowitz, chief executive of Big Spaceship and member of the Interactive Advertising Board, to discuss his vision on the future of advertising in wearable devices such as Google Glass.
Leveraging context and data-driven insights will be the only way to go as users will have no tolerance on display ads overlayed on their vision: more than ever, user experience and user-centered approaches will be the key. Privacy levels need to be fully controlled by the wearer, i.e. user, and s/he will also decide all the parameters that will apply to ads s/he'll tolerate.
There is no other option – unless of course, ads are just taken out of the equation. But that would be a hard stop for the industry. Strangely enough, Lebowitz starts by saying he hopes there will be no ads on wearable devices. Watch his arguments:
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