:

Online Advertising

Consolidation And Clarification In Premium, Independent Web For 2012 Says Federated’s Battelle

By AdExchanger

Thursday, December 15th, 2011 – 3:03 pm

SHARE:

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?”

John Battelle, Founder/Chairman of Federated Media, offers his views.

We expect to see tremendous consolidation and clarification in the premium, Independent Web space in 2012. Up until recently, there has been no single, clear leader in the space we’ve often referred to as “the rest of the web” – that part of the Internet which isn’t Google, Facebook, the portals, or a major media company. We call that the “Independent Web” and it is truly an enormous and very influential audience. 2012 will be the year it gains a foothold and breaks out as an efficient, scaled, quality marketing platform for brands who are looking for an alternative to standard, dependent media offerings. In short, 2012 will be the year the Independent Web roars and takes its place at the table with traditional media.

Read more predictions:

Next In Online Advertising

RTB Capitulation And Ad Tech Acquisitions By Agencies In 2012 Says Fox News' Steinberg

Must Read

How AudienceMix Is Mixing Up The Data Sales Business

AudienceMix, a new curation startup, aims to make it more cost effective to mix and match different audience segments using only the data brands need to execute their campaigns.

Digital Out-Of-Home

Broadsign Acquires Place Exchange As The DOOH Category Hits Its Stride

On Tuesday, digital out-of-home (DOOH) ad tech startup Place Exchange was acquired by Broadsign, another out-of-home SSP.

Meta’s Ad Platform Is Going Haywire In Time For The Holidays (Again)

For the uninitiated, “Glitchmas” is our name for what’s become an annual tradition when, from between roughly late October through November, Meta’s ad platform just seems to go bonkers.

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

Monopoly Man looks on at the DOJ vs. Google ad tech antitrust trial (comic).

Closing Arguments Are Done In The US v. Google Ad Tech Case

The publisher-focused DOJ v. Google ad tech antitrust trial is finished. A judge will now decide the fate of Google’s sell-side ad tech business.

Wall Street Wants To Know What The Programmatic Drama Is About

Competitive tensions and ad tech drama have flared all year. And this drama has rippled out into the investor circle, as evident from a slew of recent ad tech company earnings reports.

Comic: Always Be Paddling

Omnicom Allegedly Pivoted A Chunk Of Its Q3 Spend From The Trade Desk To Amazon

Two sources at ad tech platforms that observe programmatic bidding patterns said they’ve seen Omnicom agencies shifting spend from The Trade Desk to Amazon DSP in Q3. The Trade Desk denies any such shift.