How Search Insights Inform Display Ad Buying

22 03 2011

Online media strategy can be as easy or as difficult as the planner and buyer choose to make it…but not without consequences. The much-hyped, real-time bidding (RTB) route of online media buying – which is generally for large-scale, audience-profile-driven branded buys and currently predominated by remnant (unsold) ad space – isn’t the right fit for all kinds or sizes of advertisers. Though there are plenty of media research tools out there, let’s now focus on how search can inform the media plan.

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