A Major Advertising Shift is coming in 2012

What does 2012 mean for marketers? Advertising as we know it is rapidly changing from the measurement of TV, to how agencies will deploy new technologies.  With the emergence of the new year at hand, Ad Age author Darren Herman predicts in the article "Get Ready for the Advertising World to Transform Again." A shift in the way media is purchased and will be evaluated is on the rise, and that change will be lead by new ad technologies. "2012 will be a huge year of transformation and consolidation in digital media." Among the things cited is agencies that are not traditional agencies will begin to emerge with platforms and analytics. "These new organizations were built with technology at their core, and have the best chance at potentially using this technology to help their clients solve their problems."  This means that agencies which have been sitting on the sidelines adopting new technologies will be newly interested in both deploying technologies that scale, especially in video and "measurement methodology" and "attribution vendor consolidation."