Predictions for 2011: Daniel Salmon of BMO Capital Markets, Joanna O’Connell of Forrester Research 2011 Predictions: AnalystsDaniel Salmon of BMO Capital Markets and Joanna O’Connell of Forrester Research offered their predictions about the digital advertising ecosystem in 2011.

Daniel Salmon, Equity Research Analyst, BMO Capital Markets

  • The average tenure of Chief Marketing Officers will begin to increase  again as “digital natives” ascend to the top marketing roles at a faster  clip and “digital immigrants” that haven’t been able to adapt move  aside.

Joanna O’Connell, Analyst, Forrester Research

  • Agency trading desks and DSPs mature out of the ‘awkward teenage phase’.  Some look like ad networks.  Others look like centralized performance and audience buying hubs.  All will have to prove their worth as the hype factor wanes.
  • Clients’ reactions are mixed.  While understanding of – and enthusiasm for – this model grows dramatically, skepticism for the trading desk model also grows as some desks falter on clearly communicating their value or, worse, on execution.  Several large marketers begin building their own in-house solutions.
  • 2011 is the year of the DMP.  Publishers are finally waking up to the real threat of data leakage, while simultaneously feeling the pressure to start selling “audience” to the buying community.  Most marketers don’t yet know they need a DMP, but the smart ones will invest in 2011.
  • Audience targeting goes mainstream, but both buyers and sellers will only get there through a painful process of testing, failing, and trying again, all the while arguing over the “true” value of data.  No agreement will be reached.

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