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

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

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?”

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

The Arena Group's Stephanie Mazzamaro (left) chats with ad tech consultant Addy Atienza at AdMonsters' Sell Side Summit Austin.
Publishers

For Publishers, AI Gives Monetizable Data Insight But Takes Away Traffic

Traffic-starved publishers are hopeful that their long-undervalued audience data will fuel advertising’s automated future – if only they can finally wrest control of the industry narrative away from ad tech middlemen.

Platforms

Q3: The Trade Desk Delivers On Financials, But Is Its Vision Fact Or Fantasy?

The Trade Desk posted solid Q3 results on Thursday, with $739 million in revenue, up 18% year over year. But the main narrative for TTD this year is less about the numbers and more about optics and competitive dynamics.

Comic: He Sees You When You're Streaming
CTV

IP Address Match Rates Are a Joke – And It’s No Laughing Matter

According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Gamechanger (Google lost the DOJ's search antitrust case)
antitrust

The DOJ And Google Sharpen Their Remedy Proposals As The Two Sides Prepare For Closing Arguments

The phrase “caution is key” has become a totem of the new age in US antitrust regulation. It was cited this week by both the DOJ and Google in support of opposing views on a possible divestiture of Google’s sell-side ad exchange.

create a network of points with nodes and connections, plain white background; use variations of green and grey for the dots and the connctions; 85% empty space
ad tech acquisition

Alt Identity Provider ID5 Buys TrueData, Marking Its First-Ever Acquisition

ID5 bought TrueData mainly to tackle what ID5 CEO Mathieu Roche calls the “massive fragmentation” of digital identity, which is a problem on the user side and the provider side.

CTV

CTV Manufacturers Have A New Tool For Catching Spoofed Devices

The IAB Tech Lab’s new device attestation feature for its Open Measurement SDK provides a scaled way for original device manufacturers to confirm that ad impressions are associated with real devices.

Popular

  1. Comic: He Sees You When You're Streaming
    CTV

    IP Address Match Rates Are a Joke – And It’s No Laughing Matter

    According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

  2. Comic: "Deal ID, please."
    Data

    The Trade Desk And PubMatic Are Done Pretending Deal IDs Work

    The Trade Desk and PubMatic announced a new API-based integration for managing deal ID campaigns built atop TTD’s Price Discovery and Provisioning (PDP) API, which was announced earlier this year.

  3. CTV

    Magnite Remains Unbothered By The Trade Desk’s SSP Policies

    Magnite says it’s not mad at The Trade Desk for prioritizing OpenPath or labeling all supply-side platforms as “resellers.”

  4. CTV

    MNTN’s SMB CTV Ad Business Is Growing Like Gangbusters

    Two quarterly reports might not be enough to confirm a pattern. But it is enough information to draw a line – and so far, that line is going up for MNTN.

  5. Nicole Scaglione, Global VP of CTV/OTT & Online Video, PubMatic
    OPINION: Data-Driven Thinking

    Why Meta’s Exit From MRC Audits Should Be A Wake-Up Call For Marketers

    Social CPMs have risen. The ability to find incremental audiences on social platforms has declined. Add the growing brand-safety concerns, and the equation looks even worse.