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Google envisions bright future for online display advertising

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Internet search giant Google hit Madison Avenue Tuesday, making seven predictions about the future of online display advertising.

At the Interactive Advertising Bureau’s Mixx conference in New York, Neal Mohan, the vice president of product management responsible for display advertising, and Barry Salzman, managing director of media platforms business, argued that display advertising is on the cusp of its “greatest revolution” that will make such ads smarter, sexier and more social, real-time and mobile by 2015.

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Among their predictions: Half of display ads will include immersive cost-per-view videos that viewers choose to watch; half of viewers will see ads that change in real time depending on who that person is and where that person is; users will be able to share or give feedback on three-quarters of ads, turning them into a “two-way communications channel”; and online display advertising will grow to be a $50-billion market.

Both Salzman and Mohan hail from DoubleClick, which Google bought two years ago for $3.1 billion. Google Chief Executive Eric Schmidt has said for years that display advertising is a top priority.

Display advertising is ‘really front and center’ at Google, Mohan said.

-- Jessica Guynn


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