5G isn’t just another “G.” It will have a profound impact on marketing, especially on where data is sourced, how digital advertising functions, what consumers expect, and how marketers will differentiate themselves. Like any massive technological shift, those who don’t grasp the implications will be left behind. Join Emodo, the data arm of Ericsson, the telecommunications company that powers roughly 80% of US mobile traffic, for a glimpse into concrete changes 5G will bring and what marketers need to do to be ready.

1. Jake Moskowitz
HEAD,
EMODO INSTITUTE
CHICAGO, IL ~ JUNE 20 - 21, 2019 | DIGIMARCONMIDWEST.COM
#DigiMarConMidwest
5 Major Shifts from 5G
that will Impact Digital
Marketing
KEYNOTE

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The Carrier
Power Shift
The Shift from
Deterministic to AI
The Shift in
Consumer Tolerance
The Shifting Role of
the Retailer
The Shift in
Market Pressure
5 Major Shifts that Impact Digital Marketing

5. 5G Background
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Data Flows Infrastructure Devices

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Data Source
Proliferation
The Coming
IOT explosion

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Data Flows
Today
IOT
Consumer
Wi-Fi
Wi-Fi
In-Home Wi-Fi RouterPhone
Smart Home Device
Bluetooth
Mobile Carrier
Marketing Ecosystem
Cable Company

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Data Flows
With 5G
IOT
Consumer In-Home Wi-Fi RouterPhone
Smart Home Device
Marketing Ecosystem
Cable Company
5G
Mobile Carrier
5G
5G

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Content & Ads
take several seconds to load
Cell AntennaPhone
5G Fixes This 5G Does Not Fix This
Backhaul
Central Servers

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Has Resulted in a
Convoluted Ad Infrastructure
User’s Browser
Publisher’s Ad Server
Exchange 3
Exchange 2
Exchange 1
Ad Request
Ad Markup is Passed
Load first log
Buy-side Ad Server
Attribution
Verification

11. 5G Will Make Delays Painfully Obvious
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Current Infrastructure Future Infrastructure

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What does a 5G Ad
Infrastructure Look Like?
Real-time AI Decisioning
Edge Cloud Computing

13. 5G Network
Indoors
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—Non-proprietary network
—Not dependent on carrier

14. AR Glasses
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15. AR Shopping
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16. Inflection Point
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17. Carrier Power
1
− Far more data
− ISP
− Data unifiers
Deterministic to AI
− Better inputs
− Need for speed
− Ephemeral vs.
periodic
2
Consumer
Tolerance
− Current
infrastructure
can’t keep up
− Edge cloud
3
Role of the
Retailer
− Indoor Antennas
− Entertainment
4
Market Pressure
− Gradual then
sudden
− Device, Scale, or
App?
5
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Revisiting the 5 Shifts

18. What’s the status of the 5G Rollout
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− By 2020, every major US
operator will be live with
some form of 5G, and the
tipping point is predicted
to be in 2021
− In 2024, 5G coverage is
expected to reach 45
percent of the world’s
population and will carry
about 35 percent of all
global mobile traffic

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Next Steps

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1. Get out of your comfort zone
Ensure your vendors are ready
Next Steps

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1. Get out of your comfort zone
Ensure your vendors are ready
2. Experiment
Carrier data, Indoor antennas, VR/AR,
etc…
Next Steps

22. 22© Emodo 2019, All rights reserved
1. Get out of your comfort zone
Ensure your vendors are ready
2. Experiment
Carrier data, Indoor antennas, VR/AR,
etc…
3. Simplify
Reduce dependence on tags & delays
Next Steps

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Q&A