Home Ad Exchange News Disintermediation and Frenemy Dropped From The Advertising Lexicon In 2012 Says VivaKi CEO Klues

Disintermediation and Frenemy Dropped From The Advertising Lexicon In 2012 Says VivaKi CEO Klues

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?”

Jack Klues, CEO of VivaKi, offers his views.

In 2012, the words Disintermediation and Frenemy will be officially dropped from the advertising industry’s glossary of terms. Instead, the year will be defined by new mash-ups, and once-former competitors will learn the benefit of becoming cozy bedfellows.

The concept of “proprietary technology” will be outed as subpar while advertising organizations stop trying to compete with technology behemoths like Google, and start to embrace the open source mentality that makes products like Audience on Demand so superior (no apologies, it’s true).

Those of us who populate the industry will rid ourselves of the arrogance that any one of us can possibly be everything to every client, and we will join hands with like-minded visionaries who are racing as fast as we are to get to the future. This will encourage creative operating models, new mindsets and fluidity of talent and revenue share across agency partners, and it will inspire bigger ideas delivered more simply and efficiently over paid, owned and earned connections.

Why will this happen in 2012? Two words: happier clients.

Read more predictions:

Must Read

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

Judge Mehta’s Remedies For Google’s Search Monopoly Won’t Cure What Ails Publishers

Remedies in the federal search antitrust case against Google landed with a thud earlier this week. Most publishers and ad industry pundits were sorely disappointed.

Conversion APIs Are Becoming Table Stakes – But Not All Brands Have Bought In

CAPI integrations have moved from a nice-to-have to a necessity for anyone operating within walled garden environments. Now they’re laying the groundwork for an outcomes-driven ad ecosystem.

Peppa Pig

The Media And Retail Deals Behind The Peppa Pig Franchise Expansion

Peppa Pig is everywhere. Whether or not you have children, you likely know the little girl pig from the kid’s cartoon show. But the Peppa media franchise is just getting started.

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

How A For-Profit College Is Using CTV Ads To Win Over New Students

The American College of Education partnered with performance TV company MNTN to better reach its audience of adults seeking higher education.

Critics Say The Trade Desk Is Forcing Kokai Adoption, But Apparently It’s Up To Agencies

Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.

Why Big Brand Price Increases Will Flatten Ad Budgets

Product prices and marketing budgets are flip sides of the same coin. But the phase-in effects of tariffs, combined with vicissitudes of global weather and commodity production, challenge that truism.