ChoiceStream

Online display advertising has all the earmarks of an industry in decline. Still, in spite of the drop in display ad spending, some believe that “banner advertising isn’t going anywhere…so why not cure what ails it.” What ails it you ask? The need for better transparency, better targeting and improvements in measuring efficacy and engagement are all needed according to this bylined piece from Adweek. The author concludes, “Other brilliant minds…will argue about the continued importance of creative and brand for online display ads...but transparency, high-quality, data-driven targeting and better measurement are a clear prescription to [health].” View full article