2009 might have been a recession year in terms of spending on advertising, but it has also been an extremely vibrant one for investment and innovation in digital media technology. As we welcome 2010, and hopefully it’s rejuvenated growth, we should watch for the new developments that will shape our reality next year and in years to come.
1. Audience buying and optimization
Over the last two years the startup scene in the area of audience buying and optimization has exploded. Demand side platforms (DSPs) like MediaMath, Turn, Invite Media and DataXu have officially paved their way into the digital sphere. Together with user-level targeting data providers like BlueKai and eXelate, they aim to revolutionize how agencies buy secondary (non-premium) inventory. While currently spending by agencies directly on exchanges is small to nonexistent, the expectation is that within two years a significant portion of the media budget, perhaps up to 30% or even more, will move from network buys to exchanges.
2. Dynamic creative targeting & optimization
Strides toward targeted messaging or “one-to-one marketing” has quickened in 2009 with offerings from Tumri, Teracent (recently acquired by Google), and Eyeblaster, making ad versioning, targeting and optimization a reality. Publishers are also leveraging their user insight to enable more accurate messaging; Yahoo’s Smart Ads program is a great example of this.
Continues @ http://www.mediapost.com
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