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Online advertising's evolution is largely driven by technological innovation. But with each new iteration of technology, advertisers are forced to decide how they want to reach consumers. These decisions have as much impact on the industry as the technology itself. Case-in-point: the recent scare over brand safety was a direct result of advertisers prioritizing audience targeting over content, a strategy that cannot guarantee harmless conditions. At the same time, we've seen a rise in intrusive ad formats, such as out-stream video, as advertisers race to capture dwindling consumer attention. Finally, we're seeing long-gestating privacy issues peak, as companies like Apple build tracking prevention tools into their browsers to curb unwanted retargeting.
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October 20, 2017 at 08:36AM
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