“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Tal Keinan, CEO of AdExtent.
Personalized retargeting has become its own frothy category, with many pure-play personalized retargeting vendors seeking to solve the technology and media problem of doing retargeting with SKU-level creative. Yet, at the same time, the largest innovations in display have ben led by a handful of companies (call them DSPs) who are bringing real-time liquidity, automation, and optimization to media buying. These platforms optimize the entire customer journey from top of the funnel to conversion with numerous strategies, including personalized retargeting. And they’re doing so with a transparent business model.
As a result, marketers are running a considerable amount of digital marketing budget through these DSPs. Yet many still feel they need to maintain separate personalized retargeting relationships with antiquated ad network-style pricing and opacity. Below are 5 reasons why this doesn’t make sense.
続きは：
http://adexlab.sitepedia.jp/?p=789
2013/01/16
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