"A not-so-funny thing happened on the way to the often-prophesied friction-free online advertising ecosystem, the one where efficiency would equal ever-increasing value of inventory. While improvements in targeting technology have progressed rapidly, the value of display inventory has steadily, and steeply, declined overall. Indeed, so much so that it's become commonplace on the conference circuit to hear speculation on a permanent depression in display pricing, even for ostensibly 'targeted' inventory."
MediaPost Publications Smashing Optimization Silos 05/13/2009
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