Giving the keynote presentation kicking off the day, Audience Science CEO Jeff Hirsh came out with a bold prediction: that BT spending will outpace search spending by 2020, at more than $25 billion.
Today, its only a fraction compared to the 40% of online spending search accounts for. The key to building BT revenue is advertisers and publishers yielding more from push-based activity on the Web,
as consumers browse sites other than search engines in researching purchases. Much of the current debate over who owns data ties into collecting and monetizing that audience behavior across the Web.
Overall, Hirsh also predicts Internet spending will exceed TV spending by 2020.
