Advertising Technology

As the old adage goes, those who cannot remember the past are condemned to repeat it, so let's reflect on the lessons learned and take a look forward at what the future holds.

Omnicom Group's first-quarter 2011 specialty marketing services revenue increased 6.6% to $288.5 million, compared with the same quarter of last year. Overall company revenue increased 7.9%, compared with Q1 2010, to $3.15 billion.

Marketers have gone beyond using data to inform segmentation strategy. A combination of data now influences display ad buys across ad networks. "Display is broken, and it has to evolve if it is going to work," said John Giuliani, chairman and CEO of Dotomi. "The idea of Display 2.0 is about optimizing the ad and making it more relevant through data."

Dynamic ads are quickly becoming a necessity for forward-thinking agencies and brands. The power to target messaging in real time and optimize creative performance without the production costs and headaches is a value proposition few can ignore.