The online advertising scene had changed considerably since we had held our last conference focusing entirely on the advertising industry: now cross-platform was more than a catchphrase; Google had moved far beyond AdSense; Facebook had become a major player; Twitter and Foursquare were shaking up the scene; Groupon had set off a daily deals craze; the Apple-led rise of apps had added a new twist to mobile; tablets had become a new rich environment with subscription potential; privacy took center stage and advertisers were creating their own content, while agencies continued to morph as they searched for the right way to serve a continuously shifting space. Each of these developments raised a set of questions amid a constant search for best practices.
And yet many of the challenges remained the same: how to create and sell the right kind of inventory; how to make the most of the ability to gather data and target customers; whether to rely on ad networks, how to engage consumers, and how to make digital dollars add up to the money leaving the traditional media world. Almost daily, it seemed, a new business launched trying to take advantage of the changes and solve the challenges. At paidContent Advertising 2010, we brought together industry leaders and disruptors to look at key questions with an emphasis on the best of what was being done at the time and what needed to happen for everyone involved to make the most of the opportunities that now lay ahead.
Copyright ContentNext Media Inc. 2002—2012
