10 Digital Trends That Will Dominate in 2011 - iMedia Connection

Social unrest. The social network is making serious waves, and it's not just at the box office. Facebook reportedly has about 24 percent of display ads (albeit only 9.5 percent of ad spend) and is well positioned to reshuffle the display space as we know it. Facebook's media buying application programming interfaces (APIs) have spawned a foray of search engine marketing providers like Efficient Frontier, Marin Software, Kenshoo, and Adobe SearchCenter into display. What we need to be aware of is that Facebook's strict serving, tracking, and data-sharing policies are disrupting the status quo among marketers, third-party servers, and publishers. If you thought social display was an easy segment of the notoriously fickle social marketing category, think again.