A piece in Ad Age looks ahead by a decade to imagine the world of the creative director, and how much different the ads he or she conjures will be. 

I don't doubt they'll be better targeted, designed and measured for impact. 

But in ten year's time, it won't be about the ad. It's not really about the ad now. 

It will be about the consumer / customer and his or her relationship, history and conversation with the brand. 

The primary effects of technology, user experience design and big data won't be to make better ads; they will create a tighter, more valuable bond between the people who use products and services and those who create and offer them. 

The future is bigger than the ad.