Predicting The Future (continued)

This is the second post in a series I am doing called Predicting The Future.

I really like Conversion Rater's Predictions for 2006 and number seven is near and dear to my heart:

7. A forward thinking company will build technology to support transparency, efficiency, and relationships in the online advertising business. The online advertising industry needs to break out of exclusive relationships, deceptive practices, and closed-walled worlds to provide a true advertising marketplace that uses technology to improve efficiency and confidence from all parties.

I don't think this is going to be done by a single company, more likely by a group of companies in an effort to compete with the current leaders, Google, Yahoo!, Microsoft, AOL, etc who are not interested in transparency.

I think we can build an open ad market that will be better for everyone than the walled gardens that exist today and I plan to work toward that end in 2006.