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?"

Dave Zinman, Chief Operating Officer of Inadco, offers his views.

"What has been will be again,
what has been done will be done again;
there is nothing new under the sun."
- Ecclesiastes 1:9

Sure, there will be many new advertising products, services and campaigns launched in 2012. But very little, if any, of it will be completely new. Since the creation of the first ad server in 1995, the launch of the browser cookie in the same year, and the introduction of PPC advertising by Goto.com in 1998, the Internet advertising industry has been iterating on a few core innovations for the past decade and a half.

• Bidding through RMX, Appnexus and Rubicon? Remember AdAuction?
• Social advertising with Facebook or RadiumOne? Do you recall SixDegrees?
• Analytics from Omniture, Coremetrics, et al? Does anyone have I/Pro still in their memory banks?

There will be lots of noise from the online ad markets in 2012, and yes, there will be incremental innovation. I’m expecting innovation across search, display, social, mobile, and video. Just don’t tell me it’s completely new. I’m pretty sure we’ve seen it before.

Read more predictions:

• Cross-Platform Display Is Going From Niche to Mainstream In 2012 Says Google's Mohan
• For 2012, A Shift Towards The End-To-End Solution For Marketers Says Microsoft's van der Kooi
• True Premium Is Going To Change The Way We Think Says Yahoo! Levinsohn
• Pay-For-Performance Time Has Come Says IPG Mediabrands Global CEO Seiler
• Disintermediation and Frenemy Dropped From The Advertising Lexicon In 2012 Says VivaKi CEO Klues
• Consolidation And Clarification In Premium, Independent Web For 2012 Says Federated's Battelle
• Real-Time Bidding Capitulation And Ad Tech Acquisitions By Agencies In 2012 Says Fox News Steinberg
• Just Don't Tell Me Its Completely New In 2012 Says Inadco COO Zinman
• A Digital Creative Revolution Will Ignite In 2012 Says IAB CEO Rothenberg
• Agencies To Reap The Benefits Of Behaving More Like Silicon Valley In 2012 Says 4A's Prez Nancy Hill
• At Some Point In The Future There Won't Be Digital Ad Agencies Says ANA's Duggan