This is why agencies are embracing next-generation ad buying platforms like DataXu: to stop outsourcing the value-creating work to the media sellers and start creating more value themselves. The leading ad media-buying firms of the future will have world-class technology infrastructure and excel at data-driven decision making.
Display advertising will morph to act and look to ad buyers a lot more like search engine marketing. Advertisers, whether focused on direct customer acquisition or brand awareness, are demanding more efficiency, transparency and accountability from their display advertising spend. We will see “auction media” (i.e., bidding for specific ad placements) spread from search to online display to mobile and eventually to TV.
via Advertisers, Publishers Try To Benefit From The Changing Ad-Buying Marketplace – Forbes.com.
