Digital Media Buzz > Where ad networks fell short

Where ad networks fell short

By: imediaconnection.com

With every new “must-read” survey predicting the future of online advertising, collective eyeballs roll from Madison Avenue to Silicon Valley. By now, we all know that the industry is evolving; the paradigm shift has moved consumer acquisition strategies away from purchasing content as a proxy to reach consumers to buying very targeted audiences who have explicitly shown an intent or affinity (yes, we all get this). The general consensus is that the companies best positioned to be able to do this at scale are ad networks. The real question is in the execution. How do we fulfill the empty promise left behind by the first generation of behavioral targeting platforms and deliver advertiser ROI at scale?…….[read entire story]