Anticipating AdTech

Emily Riley | November 02, 2007, 07:06 PM

The agenda for AdTech New York has a definite bent towards social media and consumer experience this go around. It looks like the industry might be tired of too much tech speak and is happy to connect with their touchy-feely side. There are also more brand advertisers online than ever before. A consumer-centric approach to marketing and media is definitely a good move forward for the web, but I am hoping to learn about ways in which more dollars will exchange hands as a result, as so much in the social marketing space is either free or really cheap. I also expect to hear about even more emerging social networking startups now that Google and MySpace are working together on the OpenSocial platform, which will essentially allow for easier application development. Stay tuned.

At AdTech, I will be moderating a panel called 360 Degree Measurement (again with the consumer-centric idea.) The panel includes both the buy and sell side so the discussion should be pretty comprehensive. It won’t be all touchy-feely of course, we’ll also be looking at what it takes for marketers and publishers to be able to compare campaign results across media buys, and to get away from the “last click” standard (attribution management is gaining momentum.) Ominiture has been vacuuming up competitors and compatible technologies lately. Perhaps they can steal the limelight from Atlas and Doubleclick?