Cross-Platform Display Is Going From Niche to Mainstream In 2012 Says Google's Mohan

2012 Predictions The 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?”

Neal Mohan, VP, Display Advertising, Google, offers his views.

I’m excited about a ton of things, but if there is one thing I’d be banking on – it’s that cross-platform display is going from niche to mainstream. We got a taste in 2011, but it’s nothing like what 2012 has in store.

In 2011, collectively, we took a business model and buying and selling infrastructure that had developed around ads viewed on a desktop computer, and expanded it to include mobile and video formats. In 2012, this more holistic way of looking at display will not just be a promising technology, but an essential platform for publishers, advertisers and agencies, all of whom want the ability to seamlessly buy and sell display ads across multiple screens: PCs, smartphones, tablets and video players. And I think we’ll start to see other devices and screens joining the mix.

For publishers, this will mean the ability to manage their entire yield from a single place — no more relying on disparate, siloed information and not being able to see the full revenue picture. I’m confident that publishers want this because we’ve already seen it – we rolled out video support in DFP earlier this year and have seen 50% quarter-over-quarter growth in video ad volume.

We also know that advertisers and agencies ideally don’t want a separate buying platform for each type of media — they want a way to buy across all formats, and in 2012 I think they’ll get it. Real-time bidding (and by extension audience buying) has proven to be a transformative technology for buying desktop display — on our exchange, it currently accounts for 60 percent of all transactions. In 2012, we’ll start getting into that ballpark for mobile and video as well.

I’d describe the landscape for buyers and sellers today as “cobbled-together”, particularly when it comes to non-desktop formats. By the end of 2012, we’ll be much closer to having a completely customizable platform across all devices and formats.

Read more predictions:

Tagged in:

2012

media buying

Online Advertising

Must Read

CTV

Paramount’s Upfront Pitch Is About Three Things

Paramount is merging the ad tech stacks behind Paramount+ and Pluto TV, releasing a new performance product, offering more control over ad placements and introducing dynamic ad insertion in live sports.

Marketers

Hard Truths For Retail Media At The IAB Connected Commerce Summit

The IAB’s Connected Commerce event in New York City this week felt to me like the retail media industry’s first sit-down explanation to a child who is now a “big kid” and must act accordingly.

Platforms

Meta Is Launching An Easy Button For CAPI

Meta is simplifying its CAPI setup and teaching its pixel new tricks, including adding an AI-powered feature that automatically pulls in data from an advertiser’s website.

CTV

TelevisaUnivision Joins The Streaming Self-Service Bandwagon

TelevisaUnivision is the latest TV publisher to join the self-serve trend that’s rising in popularity across connected TV advertising. Its streaming inventory is now available to buy through fullthrottle.ai’s self-serve platform. The collaboration includes an ad bidder designed to improve both targeting and measurement.

antitrust

For Google Advertisers Who Overpaid The Monopoly – Don’t Hate, Arbitrate

Law firm Keller Postman is leading mass arbitration suits against Google, seeking advertiser damages for alleged monopoly overpricing. The total available pot is a quarter-trillion dollars.