AdExchanger.com reached out to executives from platforms, networks, and exchangers for their predictions about the digital advertising ecosystem in 2011. According to Bill Demas, CEO & President at Turn, "With the rapid adoption of audience buying this year, it seems our industry has been obsessed with targeting and media optimization. In 2011, I expect that the buzz will pivot to data- to the point that we'll need to update that overused John Wanamaker quote to, "Half the money I spend on data is wasted; the trouble is I don't know which half." Data will also facilitate the adoption of multi-touch attribution models. Instead of looking at "last click" or "last ad" models, marketers will leverage the data available to analyze the effectiveness of multiple touch points of users' experiences.” Read More >>