Advertising Industry
Industry: Email Alert RSS FeedNext digital darling will bear no likeness to MySpace, YouTube; AdTech's soothsayers contend big payoff will come for ad networks and others who ride the Long Tail.(Digital)
Advertising Age, April, 2007 by Klaassen, Abbey
Byline: ABBEY KLAASSEN
aklaassen@adage.com
what's the next big thing? Does one exist? Those were the questions simmering inside San Francisco's Moscone Center as people flocked to AdTech's best-attended event, wondering what will be 2007's YouTube or MySpace.
Despite the fact few predicted the success of either business, future-casting came up on nearly every panel and privately over drinks, as the optimism of a booming internet economy had people looking forward rather than back at missed opportunities and post-boom mistakes. And there was no consensus.
The next five years, said aQuantive CEO Brian McAndrews, will see a trend in which all media become digital. "The internet is the beginning, but it is still one channel,'' he said....
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