The boundaries between search, social and display media are diminishing. This means advertisers, agencies and marketers face a new kind of challenge.
The search world is changing into a new type of ecosystem, one where all forms of digital media can be purchased, tracked, and have ROI attributed via a single platform. It’s only a matter of time before search and other forms of digital marketing can no longer be viewed in silos. In fact, it’s happening as you read.
Behavioural targeting has always been a hot topic as marketers constantly strive to understand exactly who’s interested in their product and exactly when they’re ready to buy.
Innovations in technology and onsite analytics allow marketers to tailor their online ads based on consumers’ behaviour. However, critics of behavioral advertising believe it is invasive and unethical and can become quite worrying for consumers who believe advertisers have their personal data.
However, if privacy issues can be addressed correctly, targeting provides benefits for consumers, advertisers, and publishers.
2010 is showing huge client-side demand for more accountable and effective cross channel measurement, looking at the interplay between PPC, SEO, display, email and affiliates.
Demand-Side Platforms (DSPs) can bring another piece to this digital jigsaw. DSPs allow improved performance and ROI for an online display campaign. They give advertisers greater control over targeting and managing their online media campaigns.