Adexchanger.com kindly asked TagMan for our predictions on what 2011 will bring. So, we are drawing a line in the sand and also putting them here so we can review them next year. It is well worth you all downloading the full compendium from John’s great site. The link is below.
WHAT ARE YOUR PREDICTIONS? Post in the comments below.
Paul Cook, CEO, TagMan says:
- Companies will be forced to allow consumers to opt-out out at a ‘tag level’ in response to to new EU privacy legislation and others.
- Wider uptake of attribution reporting/understanding sees dollars move away from brand paid search terms towards organic search display retargeting/extension.
- Someone needs to ‘manage’ all these predictions on Adexchanger as the industry evolves: Agnostic, boutique agencies will win back direct-to-vendor dollars and handle more supplier review processes/paperwork/analysis etc.
- Terry Kawaja will release a Monopoly Board which pivots into a DSP (that’s an injoke, if you are coming from a background not infused in this data-driven industry)
Go download all of adexchanger’s predictions from industry experts here: http://bit.ly/Adexchanger2010
WHAT ARE YOUR PREDICTIONS? Post in the comments below.
I agree with your predictions – there was a natural "non-intermediation" as organizations went straight to WA vendors. 2011 could see a stronger "intermediation" as agencies offer more cohesive, 360 degree view of analytics data well beyond the clickstream and online marketing campaign management beyond SEM. Because of scarcity of qualified resources, I also think agencies will be able to play a bigger outsourcing responsibility in two of the three critical dimensions of online analyst role: tags implementation & management on one end, and analysis/recommendations on the other. The third dimension – objectives and strategy should remain safeguarded as lever to become analytical competitors.
Stéphane
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