Predicting The Future (continued)

This is the second post in a series I am doing called Predicting The Future.

I really like Conversion Rater’s Predictions for 2006 and number seven is near and dear to my heart:

7. A forward thinking company will build technology to support
transparency, efficiency, and relationships in the online advertising
business
. The online advertising industry needs to break out
of exclusive relationships, deceptive practices, and closed-walled
worlds to provide a true advertising marketplace that uses technology
to improve efficiency and confidence from all parties.

I don’t think this is going to be done by a single company, more likely by a group of companies in an effort to compete with the current leaders, Google, Yahoo!, Microsoft, AOL, etc who are not interested in transparency.

I think we can build an open ad market that will be better for everyone than the walled gardens that exist today and I plan to work toward that end in 2006.