by Laurie Sullivan

Search engines like Google will not stop and wait for technology companies to catch up. Technology companies will need to determine the triggers that translate voice into text or signals, so demand-side platforms (DSPs), data management platforms (DMPs), ad networks and others can serve up ads.

Geoffrey Shenk, chief evangelist at Kenshoo, a search platform technology company, thinks about the topic often. A quick, short answer leads him to the word “yes,” but the longer, more detailed answer explains how search transitions from reactive to proactive.

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