First up is the convergence of search and
display--which will cause a real shift in the way search firms operate. "The fastest growing inventory on the Web is non-premium display, which is driving the convergence between search and display,"
Pruitt said. "This is why you see Yahoo and the other engines bring search and display under one operational organization."
He added that if search firms don't stop lumping models like contextual, display and video ads into the "search campaign add-ons" pile rather than using them as effective tools in their own right, performance will suffer--and clients will turn elsewhere.