By Judy Shapiro
During the OMMA Native Ad Conference at Internet Week last month, I heard an ad tech executive proclaim, "But digital banner ads work. They keep publishers afloat."
I literally gasped out loud. Aside from the fact that "keeping publishers afloat" is hardly a ringing endorsement, it highlighted how differently technologists and advertisers look at the world. Plainly put -- from a business perspective -- if digital advertising's abysmal engagement rates are failing advertisers, they are failing everyone -- publishers, agencies, advertisers and, of course, consumers. Game over.
To view the full article, click here: http://adage.com/article/digitalnext/native-ads-save-soul-digital-advertising/293615/
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