Executing For 2010 | AdExchanger

“the executioner” opinion expressed below is written by Karin Blake, Senior Lead of Platform Management, Ad Exchanges, at Razorfish.

The Executioner

Ten Predictions for 2010

200% growth in the DSP market.
25% failure in the DSP market.
Online publishers take an offensive position in how/where their inventory is sold.
Real-time creative optimization becomes and integration solution for direct response media buying (Come on, it’s been standard {hello dynamic keyword insertion} in search since the beginning!).
Some ad networks die.
Some ad networks (those who don’t die) become more like agencies, offering specialized expert services + technology to service advertisers.
More acronyms ensue.
Site transparency improves and proves value for both advertisers and publishers.
Site transparency decisions force smart publishers to understand, evaluate, and adapt ad sales models.
These predictions will be delayed, beta tested, and launched late, possibly well into 2011.

Follow Karin Blake (@km_blake), Razorfish (@Razorfish) and AdExchanger.com (@adexchanger) on Twitter.

Tagged in:

ad exchage

ad network

agency

predictions

razorfish

Must Read

Digital Out-Of-Home

T-Mobile Brings Its Mobile Data Exclusively To Vistar To Scale Up DOOH Targeting

Advertisers can now use Vistar to activate both off-the-shelf and custom audiences built on T-Mobile’s first-party location and app data.

Privacy

Apple Has Far-Reaching Plans To Block Hundreds Of Programmatic Data Companies From iOS

Apple’s WebKit crackdown appears to extend well beyond The Trade Desk, putting hundreds of ad tech, data and identity vendors on a mysterious, dynamically updated block list.

programmatic io

Zoom’s Marketing Challenge Is That It’s Too Well Known For Its Own Good

Zoom has 99% unaided brand awareness, which sounds great on paper. But there’s a catch: Most people still think it’s just a video-call app.

Agencies

Why Agencies Think They Shouldn’t Own Agentic AI Tools Or The Data Used To Build Them

Agencies are differentiating their tech stacks by building custom agentic AI tools for their clients. And they’re rethinking owning those AI tools – particularly since licensing them creates new revenue streams.

Programmatic IO: Insurers Are Building Ad Tech’s AI Accountability Layer

Agencies and marketers discussed the future of AI governance at AdExchanger’s Programmatic IO NYC this week. The main takeaway? Expect insurers to play an increasingly important role in managing AI compliance.

Platforms

Apple’s Latest Operating System Blocks The Trade Desk From Serving Ads On Safari

The Trade Desk is unable to serve ads to the Safari browser for Apple device owners that have downloaded iOS 27. Apple has been investigating the issue since last week.

Must Read

Popular