Does digital need leveraging?

Reid, Alasdair
June 2006
Campaign;6/16/2006, Issue 24, p8
Trade Publication
The article presents information on digital advertising. Online is about delivering marketing accountability and results first. Advertisement revenues have always been concentrated in the hands of a few big players like MSN, Google and Yahoo. In the coming years, clients will increasingly demand that their agencies are achieving the best rates wherever their money is being spent. Big advertisers are dabbling rather than seeing the Internet as a route to audience in the same way as they do in other media.


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