Those that are prepared to 'put their money where their mouths are' have their say with some predictions shown here from the angel and venture capital investment community about the digital advertising ecosystem, for 2011.
It doesn't get much better than what I feel (and, as listed below), are the "realistics" (the most likely?), from all that they have said.
But I'll leave it up to readers to ponder on the 'full account' of each & every contributor [www.adexchanger.com/online-advertising/p...] and then, well, make up your own mind. Hallelujah?
Gil Beyda, Managing Partner, Genacast Ventures: "Data 2.0 will be the foundation of next generation [& LOOK? :)] 'smart' segments that will provide significant signal and thus lift to targeting engines."
Chris Dixon, angel investor, co-Founder Hunch: "We will begin to see consumer privacy policies implemented in technology platforms. Now that self-regulation is firmly in place and direction has been provided to industry, technology platform providers will begin implementing reporting and enforcement tools into their solutions. - Finally, we will begin to see consolidation in the online advertising ecosystem. Too many players have point products or features while the buyers and sellers need full solutions. Look for roll-ups or mergers to simplify the landscape as larger players fill out their product lines."
Jeff Crowe, General Partner, Norwest Venture Partners: "Platforms which enable superior audience management and targeting through the sophisticated use of data will give strategic advantage to both advertisers and publishers alike. DMPs [data management platforms] will be the next high stakes battleground in 2011."Facebook will launch off facebook.com display network.- Display will grow dramatically as more brand advertisers move to web."
Chris Fralic, Partner, First Round Capital: "We'll also likely see Facebook continue to be a critical and growing component of the display landscape, and the share of dollars spent there (currently around 9%) will grow towards their share of impressions (currently around 22-23%)."
Seth Levine, Managing Director, Foundry Group: "2011 will see a billion dollar M&A event in ad tech, at least 2 ad tech companies going public and one (or two) deals that we all scratch our heads about and wonder how the acquirer could have possibly justified paying up that amount (possibly the billion dollar outcome? not sure)."
Jerry Neumann, angel investor: "Marketers and publishers will finally start to digest the massive wave of innovation that washed over them in the past few years. The emergence of ad tech solutions that actually provide real and large improvement to marketing ROI will speed this along. Services and solutions that help marketers and publishers figure out how to navigate the landscape and implement best practices will flourish."
Matt Nichols, Highland Capital Partners: "2011 will be the year of social for ad tech with implications rippling across the industry. - Massive shift in display inventory (Facebook nears 50% of total display ad inventory)."
Satya Patel, Partner, Battery Ventures: "Data will continue to increase in importance, with both the buy-side and sell-side looking for solutions to help access, manage and measure both first party and third party data so that they can stop pushing dollars, audience and inventory through middlemen. - Networks & exchanges will look to expand from just display into multiple online ad types/channels, particularly video & mobile. - An entire ecosystem of companies will develop around Facebook ads, similar to what happened with Google AdWords."
Bipul Sinha, Principal, Lightspeed Venture Partners: "iPad and its clones will open up large inventory for brand advertising - lean back media consumption pattern will attract brand advertisers. - 2011 will be the inflection point for social media advertisement - social media advertisement will move from experimental budget to real spend. - Continued consolidation of Ad Networks and commoditization of DSPs."
All I can add now, is... www.youtube.com/watch?v=WJTiXoMCppw
Disclosure: Long LOOK and so happy to be so, too....