Digital media buying poses pinpointing problems

US online advertising grew to nearly $10 billion in early 2007, 27% up on the same period in 2006. But 50 websites accounted for 90%of the ad revenue, and the top ten 70%, with ads on search sites taking 41% of the total spend.

Digital media buying poses pinpointing problems

Gary Arlen

Media buying – that bewitched amalgam of art and science – is never easy. Amid today's upheaval and expansion in the online world, the task is even more daunting for the people who plan and buy internet messages.

Not to mention the growing expectations for integrated ad strategies that embrace online and traditional media buying.

'In the online world, there are more choices than there is need,' says Mark Dorf mystically from his perspective as a pioneering internet media buyer at the Acuity Media Group (1). The web's overwhelming inventory has increased...

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