ChoiceStream

George John of computational ad firm Rocket Fuel submits that it isn’t enough to just use video or behavioral or contextual targeting or even retargeting or geo-targeting to improve response rates for your display ads. In fact John argues everything matters noting “it matters to varying degrees depending on the campaign. This can be great news or bad news depending on how you look at it. If you’re a vendor selling only one of these types of solutions…[it could in turn limit] your ability to deliver great results to your customers. However, it’s great news if you’re an advertiser, media buyer, or vendor who takes a “marketing scientist” approach to display advertising.” Read the full article at ClickZ