©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
What are some changes that will shape 2012 in ad tech?
DMPs will be embraced as the future of digital media – relying solely on third-party data providers will no longer be viable. Agencies creating differentiated positions for their clients with propriety and unique views of data will pull away from competitors. Agencies and trading desks that do not control technology will further cede strategic leadership to industry players that do. Ad Network consolidation will accelerate with premium publishers withdrawing inventory out of the market, DSP commoditization and the formation of the Summit (AOL, Microsoft and Yahoo). — Brian Lesser, CEO of Xaxis
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