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Executing For 2010


“the executioner” opinion expressed below is written by Karin Blake, Senior Lead of Platform Management, Ad Exchanges, at Razorfish.

The Executioner

Ten Predictions for 2010

  1. 200% growth in the DSP market.
  2. 25% failure in the DSP market.
  3. Online publishers take an offensive position in how/where their inventory is sold.
  4. Real-time creative optimization becomes and integration solution for direct response media buying (Come on, it’s been standard {hello dynamic keyword insertion} in search since the beginning!).
  5. Some ad networks die.
  6. Some ad networks (those who don’t die) become more like agencies, offering specialized expert services + technology to service advertisers.
  7. More acronyms ensue.
  8. Site transparency improves and proves value for both advertisers and publishers.
  9. Site transparency decisions force smart publishers to understand, evaluate, and adapt ad sales models.
  10. These predictions will be delayed, beta tested, and launched late, possibly well into 2011.

Follow Karin Blake (@km_blake), Razorfish (@Razorfish) and AdExchanger.com (@adexchanger) on Twitter.

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