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Thought Leadership Paper Online Display Advertising

This paper discusses the potential sources of inefficiencies that can make your online display campaign less efficient. Ensuring digital media efficiency, even in a multiscreen setting, does not have to be arduous or complex. In essence, it hinges on how you interpret and use key metrics that maximize your online efficiency. Since becoming the primary choice for digital advertisers in the 1990’s, online display’s evolution has seemingly reached a plateau. Little has changed except for the creation of various ad formats and the introduction of rich media effects. Online display, in essence is still based on fixed formats on a webpage reserved for pre-defined banners with original sizes such as Leaderboards, IMU etc. still dominating what is delivered.

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