(By Dominic Trigg, Vice President and Managing Director, Europe)
Around 13 years ago when ad networks first arrived on the scene, some even before Google, they were portals used to reach an audience as they carried out a particular activity on a particular site.
Now, the average Internet visitor visits thousands of sites a month across multiple domains. Simply aggregating media and delivering audience is not enough. Advertisers no longer see the value in reaching one audience, on one site, at one time of day. Instead the analysis of behavioral data as people move between websites provide much clearer insights and allows the optimization of advertisements to reach people at the moment of influence. Read entire article here>