Home Online Advertising Just Don’t Tell Me It’s Completely New In 2012 Says Inadco COO Zinman
Online Advertising

Just Don’t Tell Me It’s Completely New In 2012 Says Inadco COO Zinman

By AdExchanger

SHARE:

2012 PredictionsThe 2012 version of the AdExchanger.com “predictions” piece comes with a twist as a selection of industry execs offer their thoughts on the following question:

“What’s going to happen next year in advertising that hasn’t happened before? And why?”

Dave Zinman, Chief Operating Officer of Inadco, offers his views.

“What has been will be again,
what has been done will be done again;
there is nothing new under the sun.”
– Ecclesiastes 1:9

Sure, there will be many new advertising products, services and campaigns launched in 2012. But very little, if any, of it will be completely new. Since the creation of the first ad server in 1995, the launch of the browser cookie in the same year, and the introduction of PPC advertising by Goto.com in 1998, the Internet advertising industry has been iterating on a few core innovations for the past decade and a half.

  • Bidding through RMX, Appnexus and Rubicon? Remember AdAuction?
  • Social advertising with Facebook or RadiumOne? Do you recall SixDegrees?
  • Analytics from Omniture, Coremetrics, et al? Does anyone have I/Pro still in their memory banks?

There will be lots of noise from the online ad markets in 2012, and yes, there will be incremental innovation. I’m expecting innovation across search, display, social, mobile, and video. Just don’t tell me it’s completely new. I’m pretty sure we’ve seen it before.

Read more predictions:

Tagged in:

Must Read

Marketers

Kickbacks Takes An Outsider’s View While Bringing Ads To AI Agents

Andrew McCalip is a founding engineer at Varda Space Industries, where he oversees the manufacturing of things like hypersonic reentry vehicles and satellite buses.

CTV

CTV Buyers Are Getting The Show-Level Performance Optimization They’ve Always Wanted

A collaboration between InterMedia Advertising, Peer39 and Pontiac Intelligence provided show-level cost-per-acquisition data for 94% of CTV ad impressions.

CTV

Advertisers Await Programmatic Pause Ads

The IAB Tech Lab is working on standardizing programmatic signals for new streaming TV ad formats, including pause ads. Meanwhile, many brands are eager to add pause ads to their repertoire.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
CTV

Why Media Mergers And Spin-Offs Don’t Always Keep Their Promises

With media megamergers, acquisitions and spin-offs left and right, the media landscape is changing at a pace that is difficult to keep up with.

TransUnion is partnering with Blockgraph so that advertisers can use its identity data to target, reach and measure TV households across channels.
Marketers

How This Disaster Relief Nonprofit Tapped First-Party Data To Reach Donors Year-Round

Staying top of mind for potential donors is an ongoing challenge for Direct Relief. Nexxen’s audience curation helped it spread and sustain awareness.

Publishers

Why Major UK Publishers Are Finally Joining Forces To Curate Ad Inventory

Atria’s collective approach is a response to growing monetization challenges and the need to protect the value of human journalism in the AI era.

Popular

  1. Rotem Shaul, CEO, Primis
    OPINION: The Sell Sider

    Dynamic Take Rates Are A Market-Wide Squeeze Disguised As Innovation

    The pitch for dynamic take rates is reasonable. Total volume goes up, and the publisher sees more impressions clearing. But the problem is where the extra volume comes from. 

  2. CTV

    CTV Buyers Are Getting The Show-Level Performance Optimization They’ve Always Wanted

    A collaboration between InterMedia Advertising, Peer39 and Pontiac Intelligence provided show-level cost-per-acquisition data for 94% of CTV ad impressions.

  3. CTV

    Papa Johns Can Predict When Your Fridge Is Empty

    Papa Johns tapped NBCUniversal, Instacart and the dentsu-owned media agency Carat for help reaching consumers when they’re low on groceries – and thus more likely to be swayed by a mouth-watering ad.

  4. CTV

    Advertisers Await Programmatic Pause Ads

    The IAB Tech Lab is working on standardizing programmatic signals for new streaming TV ad formats, including pause ads. Meanwhile, many brands are eager to add pause ads to their repertoire.

  5. Publishers

    People Don’t Trust AI – They Trust Creators, Says People Inc.’s Jonathan Roberts

    Roberts spoke to AdExchanger about finding the balance between blocking and monetizing AI. Plus, the AI backlash that no one wants to talk about.