Home Online Advertising Consolidation And Clarification In Premium, Independent Web For 2012 Says Federated’s Battelle

Consolidation And Clarification In Premium, Independent Web For 2012 Says Federated’s Battelle

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?”

John Battelle, Founder/Chairman of Federated Media, offers his views.

We expect to see tremendous consolidation and clarification in the premium, Independent Web space in 2012. Up until recently, there has been no single, clear leader in the space we’ve often referred to as “the rest of the web” – that part of the Internet which isn’t Google, Facebook, the portals, or a major media company. We call that the “Independent Web” and it is truly an enormous and very influential audience. 2012 will be the year it gains a foothold and breaks out as an efficient, scaled, quality marketing platform for brands who are looking for an alternative to standard, dependent media offerings. In short, 2012 will be the year the Independent Web roars and takes its place at the table with traditional media.

Read more predictions:

Must Read

Closeup image bag of money and judge gavel. Lawsuit, auction, bribe and penalty concept.

The LG Ads Legal Saga Continues With A Fresh Suit, This Time Against Kroll

Alphonso co-founder Lampros Kalampoukas is suing Kroll for allegedly undervaluing the company by nearly $100 million to aid LG Electronics in a shareholder dispute.

Comic: Metric Meditations

The Startup Trying To Automate The Ad Platform Reconciliation And Refund Mess

The ad tech startup Vaudit, founded last year by Mike Hahn, aims to automate the process of campaign reconciliation atop major ad platforms.

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

The Trade Desk Lays Out Its Case To Beat Walled Gardens. Does Wall Street Buy It?

The Trade Desk continued its shaky 2025 earnings schedule when it reported Q2 results on Thursday.

Magnite Targets CTV, SMBs And Google's SSP Market Share

The SSP is betting on the DOJ’s antitrust remedies, plus closer relationships with agencies, DSPs and mid-sized advertisers, to help it eat some of Google’s lunch.

Zillow Pilots Containerized RTB, As It Rethinks The Equation Of Quality And Cost

Zillow is the pilot brand advertiser to test a new programmatic buying strategy known as containerized RTB. The strategy embeds the DSP or ad-buying platform intelligence, in this case the startup Chalice Custom Algorithms, within the SSP, which is Index Exchange.