New Rules of Revenue: Online Advertising 2010 - Conference Report

This conference report highlights various issues facing the online display ad sector in early 2010. The position of the buy-side (ie, agencies and advertisers) and the sell-side (ie, publishers) on ownership of user data, and refinements in technology such as the rise of RTB, is discussed.

New Rules of Revenue: Online Advertising 2010 - Conference Report

Joseph Clift

Although display advertising accounts for a relatively small proportion of online adspend at present, it is currently the subject of much debate within the industry.

This is because - unlike search advertising - display has yet to be efficiently monetised. The "rise of the machines" that has come with the development of sophisticated online ad networks has complicated matters still further.

Representatives from both the buying and selling side of the equation discussed all of these issues at New Rules of Revenue, an AOP event held in London in February...

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