Home Online Advertising At Some Point In The Future There Won’t Be Digital Ad Agencies Says ANA’s Duggan
Online Advertising

At Some Point In The Future There Won’t Be Digital Ad Agencies Says ANA’s Duggan

By AdExchanger

SHARE:

2012 PredictionsThe 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?”

Bill Duggan, Group Executive Vice President of the Association Of National Advertisers (ANA), offers his views.

At some point in the future there won’t be digital ad agencies. We won’t be talking about digital advertising or digital media. And the ANA will no longer have our Digital Marketing Committee. As digital becomes entrenched in all aspects of our lives, digital will be a given rather than a term used to define a special type of advertising agency or medium.

My specific prediction for 2012 is that the advertising industry will stop using the term “digital” in front of the word “agency.” To use the term digital advertising agency implies that there are also non-digital advertising agencies. And if any such agencies really still exist, they will soon be extinct.

So death to digital – at least in as it relates to digital advertising agencies.

Read more predictions:

Tagged in:

Must Read

AI

This AI “Brain” Wants To Get Rid Of The Grunt Work In Creative Campaigns

Innovid’s latest offering serves as the “brain” behind a company’s orchestration layer. Optimum says it reduces manual work and cuts down on execution time.

multiple sets of eyes
Technology

Amazon DSP Adds Adelaide’s Pre-Bid Attention Targeting

Advertisers can target high- and medium-attention ad inventory in Amazon DSP while filtering out low-attention placements and made-for-advertising sites.

Marketers

Marketers Are Getting Used To AI In The Ad Stack

Marketers and media buyers are gradually getting more comfortable talking about ad campaigns they’re testing on large-language models like OpenAI’s ChatGPT.

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

For Video Publishers, Performance And AI Go Hand In Hand

In Connected TV Ad Land, proving performance is the priority for video advertisers. To drive more demonstrable reach and results, publishers are trying to expand their reach while wringing more data and AI features into their offerings. 

ad tech infrastructure

Independent Ad Tech Is Reframing Itself Around Cloud Hardware

Nowadays, programmatic vendors, and SSPs in particular, are carving new paths of differentiation based on their type of adoption of cloud infrastructure.

Marketers

Ad Performance Hinges On Kicking Fragmentation’s Butt

As performance takes center-stage in more advertising discussions, demands to solve fragmentation and cruddy measurement are reaching a fever pitch.

Popular

  1. CTV

    Home Screen Ads On Samsung TVs Will Soon Be Available Programmatically

    Samsung Ads is making its home screen ads available programmatically, the company announced on Wednesday.

  2. ad tech infrastructure

    Independent Ad Tech Is Reframing Itself Around Cloud Hardware

    Nowadays, programmatic vendors, and SSPs in particular, are carving new paths of differentiation based on their type of adoption of cloud infrastructure.

  3. multiple sets of eyes
    Technology

    Amazon DSP Adds Adelaide’s Pre-Bid Attention Targeting

    Advertisers can target high- and medium-attention ad inventory in Amazon DSP while filtering out low-attention placements and made-for-advertising sites.

  4. AI

    StatSocial’s New AI Tool Digital Twins Is Helping Shepherd To Pressure-Test Audience Insights

    StatSocial launched Digital Twins, which allows brands to simulate audience research using AI-generated profiles built from behavioral data. One of the earliest testers, Shepherd, an audience strategy consultancy, is using it to test news products for niche audiences.

  5. Rotem Shaul, CEO, Primis
    OPINION: The Sell Sider

    Dynamic Take Rates Are A Market-Wide Squeeze Disguised As Innovation

    The pitch for dynamic take rates is reasonable. Total volume goes up, and the publisher sees more impressions clearing. But the problem is where the extra volume comes from.