Ciaran O'Kane (@exchangewire) is Editor of ExchangeWire.com

FarneyMedia.com has been covering the burgeoning ad exchange space here in Europe for nearly a year now. While New York remains the hub of technological innovation, the move towards automated media trading is global. Europe is particularly interesting given how fragmented the market is here – and how differently the display eco-systems function in countries like the UK, Germany and France.

2010 will be a defining year for online display. The re-launch of the DoubleClick Ad Exchange and the arrival of a number of US and European DSPs will lead to more efficiency and better ROI in online display. Publishers will have to figure out how best to segment and trade their ad impressions. Media agencies will have to figure out how to buy the right audience and deliver better campaign performance for their clients. And ad networks will have to offer the buy and sell side something other than just brokering and arbitraging. European publishers, agencies, advertisers, ad networks and ad-tech providers are all readying themselves for the new age of technology-driven ad trading.

It will also be a big year for mobile display too. The consolidation in the market, the entry of big digital media players, like Apple and Google and the explosive growth in smartphones all point to significant expansion over for next twelve months. The arrival of yield optimisers, like Admeld and Pubmatic, into mobile also suggests that mobile display is moving toward a more efficient, transparent and accountable model.

To reflect the big changes in mobile and online advertising, I have decided to change the name of this site from FarneyMedia.com to ExchangeWire.com. ExchangeWire.com will continue to bring you all the latest news and developments from the mobile and online display markets.

But the new-look site’s principle aim this year is to bring you even more content: charts, newsletters, analysis, research and in-depth coverage of individuals, companies and technology shaping the huge changes in the display markets.

ExchangeWire.com would like to thank its readers and its sponsors, particularly Adjug, Admeld and MediaMath, for their continued support - and looks forward to the exciting year ahead.