Disintermediation and Frenemy Dropped From The Advertising Lexicon In 2012 Says VivaKi CEO Klues

2012 Predictions The 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?”

Jack Klues, CEO of VivaKi, offers his views.

In 2012, the words Disintermediation and Frenemy will be officially dropped from the advertising industry’s glossary of terms. Instead, the year will be defined by new mash-ups, and once-former competitors will learn the benefit of becoming cozy bedfellows.

The concept of “proprietary technology” will be outed as subpar while advertising organizations stop trying to compete with technology behemoths like Google, and start to embrace the open source mentality that makes products like Audience on Demand so superior (no apologies, it’s true).

Those of us who populate the industry will rid ourselves of the arrogance that any one of us can possibly be everything to every client, and we will join hands with like-minded visionaries who are racing as fast as we are to get to the future. This will encourage creative operating models, new mindsets and fluidity of talent and revenue share across agency partners, and it will inspire bigger ideas delivered more simply and efficiently over paid, owned and earned connections.

Why will this happen in 2012? Two words: happier clients.

Read more predictions:

Tagged in:

predictions

Must Read

CTV

Hasbro And Animaj Form A New YouTube Ad Sales House For Kids And Family Content

The kids companies Hasbro and Animaj have formed a co-venture for selling their ads on YouTube and streaming media.

Marketers

I Asked ChatGPT Where My Ads Were – But It Was Wrong, OpenAI Said

It’s official: ChatGPT has launched ads and the test will expand in the coming weeks. But don’t ask the LLM for details, unless you’re looking for misinformation.

Commerce

Criteo Says It's Bullish On The Future, But The Market’s All Bears

Criteo has an optimistic pitch for future growth, but Wall Street doesn’t see the money yet from LLMs, commerce agents and social shopping.

Commerce

Wizard Commerce Launches An AI Shopping Agent To Make Magic of Ecommerce Madness

What people need is an independent agent that peers across retailer and is entirely focused on ecommerce services. At least that’s the conclusion driving Wizard Commerce, a personal shopping agent that emerged from beta on Wednesday.

Programmatic

OOH Is Getting New Rules For Categorizing Venues In Programmatic Buys

The OAAA’s new content taxonomy introduces new subcategories that OOH media owners can use to classify their inventory in OpenRTB bid requests.

CTV

Say Hello To SAGE, The Latest Agentic AI Platform

Agentic AI is gaining popularity as a tactic for media buyers and sellers striving to simplify workflows, including in streaming TV advertising. Ad measurement firm iSpot introduced SAGE, an agentic AI platform with a “ChatGPT-like interface” that media buyers can use to generate campaign planning ideas.

Must Read

Popular