| 日期；日子 | 三月 18, 2010 | |
|---|---|---|
| 地方 |
San Francisco Marriott Marquis San Francisco, CA United States |
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| 发言者；演讲者 | Gian Fulgoni, Chairman and Co-Founder, comScore, Inc. | |
| 会议时间 | 1:00 p.m. - 2:00 p.m. |
| 描写（文字） |
Will Online Advertising Ever Deliver on the Promise of Precision? Many marketing execs believe that one day, DATA will replace click-throughs and impressions as the currency of online advertising. The data will come in many forms and from many sources: video, mobile, social, search, behavioral and email. This shift to data-based buying forces ad agencies to look more like ad networks and ad networks to look more like agencies. The question of who wins clients' dollars will come down to who delivers the right message to the right user at the right time. Still, there are pitfalls to this Utopian advertising future: the age-old measurement problems of consumers using and sharing multiple devices, rampant cookie deletion, and privacy concerns remain. So, can online advertising ever live up to the promise of precision, or will this be another promise unfulfilled? |
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