Opinion: Machine-Built Brands

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Is display advertising a dying breed? Possibly, but if done right, it can be just as effective as search, if not more so. The real question is: Can the “machines” that are used to buy display advertising have a role in building brands? Yes—but only if the creative is up to the job.

Think of any checkout line at a grocery store or pharmacy. Most times when you go to the grocery store, you aren’t going for the gum, the candy bars or the tabloids that are at the checkout line.

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