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.”