“the executioner” opinion expressed below is written by Karin Blake, Senior Lead of Platform Management, Ad Exchanges, at Razorfish.
Ten Predictions for 2010
- 200% growth in the DSP market.
- 25% failure in the DSP market.
- Online publishers take an offensive position in how/where their inventory is sold.
- 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!).
- Some ad networks die.
- Some ad networks (those who don’t die) become more like agencies, offering specialized expert services + technology to service advertisers.
- More acronyms ensue.
- Site transparency improves and proves value for both advertisers and publishers.
- Site transparency decisions force smart publishers to understand, evaluate, and adapt ad sales models.
- 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.
