Good morning and welcome to Los Angeles. Brandon Berger, vice president of digital innovation at MDC Partners, steps back to get a perspective on what the industry might look like going forward. In
the past, clients give agencies money and relied on their expertise. The simple business built on limited ways to reach people through execution vs. strategy eventually flip flopped and drove up
prices for ads. Scarcity led way to an abundance. It became strategic rather than execution as more companies lined up to help advertisers advertise. Then it became audiences vs. media, and the new
currency, data, emerged. All this happened in near real time.
So where does the display marketplace go from here, Berger asks. The online display industry will double in the next five years,
outpacing search. Ad networks once focused on reach. But reach is easy now. DSPs and exchanges help companies target specific customer segments. Ad networks not only provide reach but the correct
audience.
