First, technology is extracting more and more fat out of the marketing process, disintermediating anyone that stands in the way of a brand and it's customer. As marketing goes from analogue dollars to digital dimes to mobile pennies, there is no room for legacy companies built on analogue systems.
Second, advertising technologies, especially on the media side of the business are additionally commoditising online media radically as digital trading desks replace consulting based businesses that are compensated for their peoples' time.
Third, creativity is democratised. Those companies built to power this new era of creativity, including YouTube (Google) and Facebook, have a big advantage. They are essentially massive crowdsource platforms that are allowing anyone from anywhere to monetise their creativity.
