Ad technology oracle claims Adobe, Akamai, Microsoft, and Yahoo are all poised to gun for the No. 2 spot in display ad tech, behind Google.
New York City-- The fall season will bring an uptick of mergers in the display ad sector, according to Terence Kawaja, the showy strategic advisor and founder of Luma Partners who has lately been treated as something of an oracle in ad technology circles.
Speaking at the IAB MIXX conference Monday morning, Kawaja rattled off several companies he says are poised to buy display ad start-ups in the coming weeks and months as they jockey to amass a stack of capabilities to compete with, or at least play second fiddle to, Google.
On the list are Adobe, Akamai, Microsoft, and Yahoo, each of which has significant online ad holdings and a demonstrated appetite for growth. Facebook and Apple are also likely to become major players in display advertising, he believes.
None is within close reach of Google, according to Kawaja, which is easily winning the race to leverage future growth in display. Its diversified holdings include an ad management platform (DoubleClick), an ad exchange (DoubleClick Ad Exchange), an ad network (AdSense), a demand side platform (Invite Media), and a retargeting/creative automation tool (Teracent).
In the below video, Kawaja describes in more detail his expectations for ad industry mergers this fall. He also predicts a day when exchange-traded media encompasses television, radio, print, and out of home.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
March 24, 2015
12:00pm ET/9:00am PT