dynamic advertising

  • Dynamic Advertising: The Good, The Bad, and The Ugly

    There is a lot of buzz in the media industry right now around dynamic and programmatic advertising. From a marketing standpoint, it seems to be the next evolution in how to find your customer at the exact point of decision. Think of it in the terms of advanced weaponry for savvy marketers. The old way, or native advertising as we call it, was like carpet-bombing. An ad is placed; aiming at a general area, hoping it will hit the mark. And you needed a high number of views in order to find your target. In contrast, new digital tactics are much more related to a smart bomb with GPS seeking technology, capable of flying into an open window if needed. The ad is targeted, or better yet triggered, by a specific demographic, buying decision, or action. This ensures minimal collateral damage (unneeded ad spend) and it hits the mark with precision timing. This is dynamic advertising.

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