Online ad networks will rule

The article predicts two developments: 1) that online advertising expenditure will not decline significantly, and will hold up better than some expect, during the current global recession; 2) that media buying will shift from a largely human, and inefficient, practice to one that is machine-based.

Online ad networks will rule

Joe Mandese

Ordinarily, I'm not a gambling man, but this month I would like to tell you about two wagers I have made about the future of the media industry.

The first is a bet I made recently with Nick Denton, the founder of blog publisher Gawker Media. The other is an ongoing wager I have with a good friend, who has been head of media for big US agencies, but who is now a top executive at a global media company, and wishes to remain anonymous.

My wager with Denton is based on how...

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