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Online, interactive and mobile technologies are challenging the traditional advertising model. The industry will never be the same. The advertising industry - and, indeed, any company that purchases advertising - is about to enter one of the most disruptive periods in the history of any large business sector. But companies that get it right - through the mastery of technology trends, through the adoption of more sophisticated analytics, and through understanding the user experience that is the context for the advertising experience - will enjoy an opportunity to participate in higher-impact and more rewarding advertising initiatives than ever before.
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