The venture-fueled good times for advertising technology providers should continue in 2012, but some players will feel the pinch as the industry moves to cater more to brands.
The next privacy furor in online advertising might come from the use of ETags, tracking files deposited on a user's computers that remain in place even after they choose to purge their machine of cookies.
Google's AdMob display network, coupled with its dominance in mobile search, means the company could attract over 71 percent of all mobile ad revenues in the U.S. this year.
Amazon Ads unveils Full-Funnel Campaigns and DVA+ at its unBoxed conference, consolidating campaign types and giving AI a larger role in media decisions. Full-Funnel Campaigns combines sponsored ads, display, video and streaming TV, while DVA+ brings sponsored and programmatic formats into one workflow with automated and advanced buying options. The launches reduce operational complexity but raise questions about advertiser visibility as Amazon disputes FTC allegations of auction surcharges.
