Innovation will continue, adding to the confusion:
The industry will continue to become more complex and technology even more central. The adoption of real-time biddable media buying (RTB) by advertisers will spike dramatically in 2012, driven by sophisticated customization on both the buy and supply side. Data will become cheaper as supply rises. Buyers and platforms will focus more on algorithmic bidding and optimization. Media mix modeling for digital and offline will become more essential. Facebook and mobile will become mainstream and impossible to ignore as advertising channels. And dynamic creative will open new doors for marketers.
Marketers will “Just Say No” to chaos:
Marketers and their agencies will come to grips with the time, money and energy wasted simply navigating the technology landscape and attempting to piece together insights from data from dozens of systems. As the market continues to try to do more with less, CMOs will turn away from the chaos that was not serving their best interests and look for a way to simplify.
A perfect storm will form:
As the reality of the market becomes clearer to investors, as the technology landscape becomes un-navigable and as marketers stand up and demand solutions that create clarity from the chaos – a change will be inevitable.
Only the integrated will survive:
2012 will be the year the industry faces the great shakeup. The pace of consolidation will increase. Some companies will be bought. Others won’t be so lucky. The ad tech providers who will meet the demand to streamline the process of managing, measuring, and optimizing online ad performance across all channels will survive and thrive in 2012. At the center of their solutions will be the combination of technology and expertise, combined into managed service.
This will be a year for the history books. It will not be easy for everyone, but in the end it will leave us with a simpler, more beneficial ad tech landscape – one that will help everyone (marketers, investors, solution providers) reach their goals.