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Online Advertising: Real-time Decision Making Takes Centre Stage.

2012 will see an increased demand for real-time campaign insight, fuelling the emergence of intelligent automated decision-making processes for campaign optimisation.

This will be the year when this impact is felt across the industry. Media buyers will invest heavily in their demand-side platforms and become accustomed to responding to real-time analytics.

Industry players such as market researchers and creative agencies will rise to the challenge and create solutions that provide real-time ad evaluation and creative recalibration.
Successful players will be those who learn to merge real-time data from media plans with analytics and creative evaluation to optimize online advertising.