According to Digital Marketing Institute, in 2020 U.S. spending on digital advertising is set to hit $113.18 billion, double the amount compared to just 2 years ago.

Martech columnist Lewis Gersh has shared three predictions that will shape online advertising industry in the year ahead.

Gersh says, “We see a lot of prediction pieces every season, and they’re often similar in tone: “This will be the year of mobile!” “Digital will pull in more than TV in 20XX.” These positive predictions are spun to make everyone feel optimistic about the future of the industry, to ensure that we’re able to communicate that positivity to our brand and agency clients who — upon seeing the bright future of the space — will feel confident in spending more, more, more!

Prediction one: Dramatically increased velocity of change in the martech space

Back in the “old days” of Bubble 1.0, startups took two to three years to bring a product to market. If the product was solid, it could hold dominance in its space for up to seven years. Things moved quickly in the online world even then, but the landscape didn’t change all that much. (Take, for example, DoubleClick, which was the leading ad server and didn’t reinvent much of itself or product for over five years.)

After the markets tanked in ‘08 and we entered Bubble 2.0, there was less to be invested and spent, but the speed of change was suddenly accelerated. Technology improved rapidly and dramatically. In an internet minute, we had ad exchanges, open APIs and big data. And we had a landscape dotted with a million innovative point solutions, all of which marketers had to add individually to their tech stacks”.

The 2018 ad tech predictions you didn’t expect to see

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