AdExchanger.com Predictions for 2011: Data – Siddarth Chaudhary, Omniture

AdExchanger.com 2011 Predictions: Siddarth Chaudhary, OmnitureAdExchanger.com reached out to the digital advertising community for their predictions about the digital advertising ecosystem in 2011.

The following predictions are from Siddharth Chaudhary, Senior Product Manager, Omniture, an Adobe Company.

  • Demand-side platforms and their close cousins will continue to distance themselves from cracking the code of performance advertising for Display; instead they will fragment offerings to chase brand dollars where expensive 3rd party data is more easily justifiable. Google and their new Display Campaign Optimizer product will start to gain marketshare for performance advertising.
  • Data management platforms and the partner data providers will realize that their implicit audience data will not be available at the scale and the price point that advertisers require to invest more than experimental performance dollars. They will use techniques that infuse user contributed data into the optimization algorithms since it will prove to be cheaper and of better signal. MediaMath/KN Dimestore and RocketFuel/Dynamic Logic partnerships are the beginnings of this trend.

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