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

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.

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