Congratulations, banner ad! You’ve turned 20, and you’re looking pretty good. Despite all the evolution that has occurred in the ad tech space since your birthday on Oct. 27, 1994 on HotWired.com, you’ve endured, though we now more often call you a display ad. You’ve proven your worth over and over, but now you’re evolving. The display ads of the future will be ever more interactive, cross-device-enabled and definitely more personalized. It’ll be interesting to see what you look like on your 40th birthday in 2034—likely quite different.
Adroit Digital decided to take a look back at the massive changes that have taken place in the digital advertising space since the mid-90s and consider what’s on the horizon. As we move toward a more data-driven, 1:1 marketing world, better performance and personalization at scale will be possible with improved strategies such as shared data and predictive audience modeling.
(Click below for timeline, 6MB .PDF)
Avi Spivack is Senior Director, Product Commercialization, at Adroit Digital. Avi brings more than a decade’s worth of diverse digital experience to his role, having worked as a web editor, sales engineer and technical project manager. Prior to joining Akamai’s ADS team in 2009, Avi held multiple roles at Yahoo and Experian CheetahMail. He graduated from Wesleyan University with a degree in English. While not rooting for Boston’s sports teams or watching the movies of Woody Allen, Avi hangs with his wife and daughter, always on the lookout for their next great meal. Catch his tweets @avispiv.