New measurement techniques and technologies have emerged that are changing the way the online display advertising and search markets work for both advertisers and publishers. Brands are organizing around omnichannel strategies. The purpose of omnichannel marketing is to deliver personalized, contextually relevant experiences across every channel and device through which a person interacts with a brand.
Programmatic buying companies like Rocket Fuel are providing enhanced value to advertisers by providing deeper audience intelligence and replacing last-click conversion data with far more useful, fractionally attributed metrics that advertisers want to optimize for, like revenue and conversions. Read entire article here>