AdExchanger.com Predictions for 2011: Publishers - Kirk McDonald, Time Inc.

AdExchanger.com 2011 Predictions: Kirk McDonald, Time Inc. AdExchanger.com reached out to the digital advertising community for their predictions about the digital advertising ecosystem in 2011.

The following predictions are from Kirk McDonald, President, Digital, Time Inc.

I predict the industry will continue to work hard to find ways to make it easier to buy and sell digital media. Some innovations are adding more complexity to the ecosystem. But, the ecosystem is already too complex. We really need innovations that will make everything easier.
Data finally gets that “day job” that we have heard everyone talk about. Additionally, the importance shifts from raw quantitative metrics, and becomes more sophisticated with analysis and insights that can be useful for qualitative evaluations. Data also realizes that it has to connect offline and online to really have value to senior level marketers who have to take a holistic view of the media strategies.
The pendulum corrects a little from the current over-dependence on “algorithmic advertising”… I love math in media as much as the next person, but the thought that media is all math is wrong. It’s about people with lives and soul and energy, and we need to have creative ideas and innovation in advertising to make meaningful connections with people. Getting the right message in front of the right person means that we have to make sure that we’ve put as much energy and innovation into the message as we think we have put into the delivery.
Everybody needs new friends. Not only will we see consolidation happening, but we will see some strange alliances form to create differentiation and compete. The point solutions need partners to really be of significant value to buyers or sellers. We will see the re-emergence of the General Contractor role for advertising technology solutions, as some players will bring together best of breed partners to meet buyer and seller needs.

Read more predictions:

Tagged in:

display advertising

media

Must Read

antitrust

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

“The underlying misconduct at the heart of our claim is that Google had monopoly power and abused it, and that led to higher prices because, of course, monopolists charge more than the free market,” said Ashley Keller, the attorney bringing thousands of arbitration suits against Google.

Can An AI Solution Fix Misaligned Marketing Orgs?

Opal launched Gem, a new AI solution, to help large brands unify the layers of media and tech within their organizations.

Publishers

Sports Publisher On3 Tries AI Recommendations To Keep Engagement In Its Home Court

Mula’s AI native content feed helps On3 keep its engagement and RPS consistent amid traffic drop-offs to publisher sites and the growing scarcity of online attention.

Publishers

Hearst Built A Unified Ad Marketplace To Simplify Omnichannel News Buys

Hearst is stitching together its far‑flung news properties into a single programmatic marketplace to simplify buying local news and shore up its business as the ad market shifts.

Measurement

Northbeam Adds The Third Leg Of The Attribution Stool With Incrementality Testing

There’s MMM and MTA, but no single ad measurement works for brands with multiple points of sale. On Tuesday, Northbeam launched an incrementality tool to complete what it calls “the trifecta of digital attribution.”