Media planning and targeting: Boost online efficiency
Nathan Woodman Adnetik Boston
Charlotte Steel MPG Media Contacts
Audience investment management systems value the context and environment of the message in ad serving, making targeting more transparent and more effective
Since 2003, online display ad spend has nearly doubled, while click-through rates have dropped by a factor of three. Something isn't working. The online advertising system consists of three primary constituents: advertisers wishing to market their products; publishers intent on selling space to advertisers; and consumers visiting the publishers’ sites for content. But the system is flawed. The publishers aren't...