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?"

Matt Seiler, Global CEO, IPG Mediabrands, offers his views.

Clients will pay their agency in direct correlation to the value the agency contributes to the client’s bottom line. We call it Pay For Performance. It really equates to an agency-client partnership versus the agency role as a broker of client marketing dollars. It’s a smart, deliberate way of managing the clients’ investment in the media space. In the end, when the clients succeed in making or exceeding their sales goals, the agency succeeds in a far more lucrative way. The agency takes the risk, but also, when successful, reaps the rewards along with the client.

Read more predictions:

• Cross-Platform Display Is Going From Niche to Mainstream In 2012 Says Google's Mohan
• For 2012, A Shift Towards The End-To-End Solution For Marketers Says Microsoft's van der Kooi
• True Premium Is Going To Change The Way We Think Says Yahoo! Levinsohn
• Pay-For-Performance Time Has Come Says IPG Mediabrands Global CEO Seiler
• Disintermediation and Frenemy Dropped From The Advertising Lexicon In 2012 Says VivaKi CEO Klues
• Consolidation And Clarification In Premium, Independent Web For 2012 Says Federated's Battelle
• Real-Time Bidding Capitulation And Ad Tech Acquisitions By Agencies In 2012 Says Fox News Steinberg
• Just Don't Tell Me Its Completely New In 2012 Says Inadco COO Zinman
• A Digital Creative Revolution Will Ignite In 2012 Says IAB CEO Rothenberg
• Agencies To Reap The Benefits Of Behaving More Like Silicon Valley In 2012 Says 4A's Prez Nancy Hill
• At Some Point In The Future There Won't Be Digital Ad Agencies Says ANA's Duggan