From last Thursday's NexTargeting event hosted by X+1 in New York City, the DataLogix President offered his thoughts and predictions for the agency trading desks:
"In terms of the agency world and the trading desks, I think we'll get in the half-billion dollar plus range in media buying this year. Almost all of it data-driven.
I was at lunch with one of the guys who runs one of the four main trading desks for the big holding companies. They're going to double over the next two years. They're already the biggest media buyer within the entire agency holding company. And I agree with Ramsey (McGrory of Yahoo!), overall, I don't think the balance is going to shift dramatically ... this year. I think the big trend is going to be everyone testing stuff and more power to the buy-side."
By John Ebbert