Home Online Advertising At Some Point In The Future There Won’t Be Digital Ad Agencies Says ANA’s Duggan
Online Advertising

At Some Point In The Future There Won’t Be Digital Ad Agencies Says ANA’s Duggan

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?”

Bill Duggan, Group Executive Vice President of the Association Of National Advertisers (ANA), offers his views.

At some point in the future there won’t be digital ad agencies. We won’t be talking about digital advertising or digital media. And the ANA will no longer have our Digital Marketing Committee. As digital becomes entrenched in all aspects of our lives, digital will be a given rather than a term used to define a special type of advertising agency or medium.

My specific prediction for 2012 is that the advertising industry will stop using the term “digital” in front of the word “agency.” To use the term digital advertising agency implies that there are also non-digital advertising agencies. And if any such agencies really still exist, they will soon be extinct.

So death to digital – at least in as it relates to digital advertising agencies.

Read more predictions:

Must Read

CTV

Lionsgate Enters The Ads Biz With An Exclusive Ad Server

The film and TV studio Lionsgate has chosen Comcast’s FreeWheel as its exclusive ad server to help manage and sell the growing volume of ad inventory Lionsgate creates with new FAST channels.

Layoffs
Platforms

The Trade Desk Lays Off Staff One Year After Its Last Major Reorg

The Trade Desk is cutting its workforce. A company spokesperson confirmed the news with AdExchanger. The layoffs affect less than 1% of the company.

Social Media

A Co-Founder Of DraftKings Wants To Help Creators Monetize Content

One of the DraftKings founders now leads HardScope, parent of FaZe Clan, aiming to bring FaZe’s content and distribution magic to creators beyond gaming.

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

APIs Have Had Their Moment, But MCPs Reign Supreme In The Agentic Era

On Tuesday, Infillion launched fully agentic media execution platform built on MCP, marking a shift from the programmatic to the agentic era.

Marketers

Albertsons Launches New Off-Site Click-to-Cart Tech

The grocery chain Albertson’s is trying to reduce the time and number of clicks it takes to add an item to an online shopping cart. It’s new click-to-cart product should help.

CTV

Pinterest Acquires CTV Startup TvScientific (Didn’t CTV That Coming)

Looks like Pinterest has its eyes – or its pins, rather – fixed on connected TV.

Popular

  1. Ikkjin Ahn, CEO & co-founder, Moloco
    PODCAST: AdExchanger Talks

    From Hype To Hyperscale In AI

    AI hype is everywhere, but Moloco CEO Ikkjin Ahn says the real winners in ad tech will be those who can move beyond flashy demos and harness AI at true hyperscale.

  2. audio

    Broadcast Radio Is Now Available Through DSPs

    Viant struck a deal with IHeartMedia and its Triton Digital advertising platform that will make IHeart’s broadcast radio inventory available through Viant’s DSP.

  3. Layoffs
    Platforms

    The Trade Desk Lays Off Staff One Year After Its Last Major Reorg

    The Trade Desk is cutting its workforce. A company spokesperson confirmed the news with AdExchanger. The layoffs affect less than 1% of the company.

  4. CTV

    Lionsgate Enters The Ads Biz With An Exclusive Ad Server

    The film and TV studio Lionsgate has chosen Comcast’s FreeWheel as its exclusive ad server to help manage and sell the growing volume of ad inventory Lionsgate creates with new FAST channels.

  5. Kurt Donnell, President and CEO of Freestar
    OPINION: The Sell Sider

    The Open Internet Can Still Win If Buyers and Sellers Unite Around Radical Transparency

    Unauthorized ID stuffing, rampant reselling and misaligned signals inflict incredible damage on the programmatic ecosystem. If publishers want to compete with the walled gardens, we must raise our standards.