Tech Industry Investigate

The New Economics of Customer Reach: Advanced Advertising

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Executive Summary

Advanced advertising features in the trade press, articles, marketing papers, and conferences with increasing regularity. The phrase often is used so casually, and put forth with the underlying assumption that the audience has a thorough understanding of what is meant by the term. However, different media organizations, vendors, and media buyers all have different perceptions. This white paper covers the landscape of advertising techniques and technologies, paying specific attention to contextualizing advanced advertising in terms of the infrastructure required to realize it, and the economics of potential customer reach. By ensuring that the interests of the ad buyer, seller, and consumer are balanced with the cost of deployment, the fundamental elements of a successful business model are presented.

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