If 2009 was the year of global recession, 2010 has been a promising year of "rejuvenated growth" in digital media. Everywhere we turned, new companies, products, and possibilities began to emerge. Here are a few that ignited in 2010 and will blaze through 2011.
Media trading and public exchanges. A year ago, demand-side platforms (DSPs) were a novelty; today they are a power to reckon with. In a recent post, Adam Cahill of Hill Holiday estimated DSP spend at 10 percent of total U.S. display and predicted that it could go up to 50 percent within two or three years. It is somewhat of a surprise to see most DSPs closing 2010 as independent companies. As this segment matures, we can expect to see mounting pressure from buyers to increase transparency and decrease margins. In 2011, we will also see growing support for mobile, video, and rich media over real-time-bidding (RTB) exchanges (e.g., Microsoft’s advertising exchange for mobile, BrightRoll’s video exchange, and adBrite’s video and rich media exchange).
Private exchanges. Parallel to the growth of public exchanges and DSPs, agencies and publishers have been actively pursuing an alternative solution—one that would retain the efficiencies of a public exchange, yet provide qualified media opportunities to agencies and help publishers protect inventory grading and avoid channel conflict. For most of 2010, the idea of private exchanges was nothing more than a dream, but it is quickly materializing with both publisher-driven solutions like the one announced recently by Weather.com and AdMeld, as well as with agency-driven solutions like Vivaki’s private ad slots.
Social unrest. The social network is making serious waves, and it’s not just at the box office. Facebook reportedly has about 24 percent of display ads (albeit only 9.5 percent of ad spend) and is well positioned to reshuffle the display space as we know it. Facebook’s media buying application programming interfaces (APIs) have spawned a foray of search engine marketing providers like Efficient Frontier, Marin Software, Kenshoo, and Adobe SearchCenter into display. What we need to be aware of is that Facebook’s strict serving, tracking, and data-sharing policies are disrupting the status quo among marketers, third-party servers, and publishers. If you thought social display was an easy segment of the notoriously fickle social marketing category, think again.
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