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Should agencies be ad networks?
24 July 2009
iMedia Connection
As agencies figure out how to best leverage ad exchanges for profit, we've been seeing a trend across digital marketing -- that of ad agencies taking on roles traditionally filled by ad networks.
That is, agencies are using a combination of ad exchange technology and external data in an attempt to zero in on the ideal customer profile of a particular advertiser. Once the right data resources are brought to bear, the model is given scale by the ability to bid on specific user profiles across ad exchanges. One day, this could allow advertisers to cherry-pick their ideal customer across the entire web.
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Posted on Jul 25, 2009 - 04:27 AM
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