Web Industry Pursues Efficient Frontier
NEW YORK If there’s a symbol of the inefficient processes of Internet advertising, it’s the fax. The Internet has long promised advertisers laser-focused targeting, measurable results and sophisticated brand integrations. But much of the business still relies on human-intensive tasks, with the industry run by media plans built on spreadsheets, and buys done through phone calls, e-mails and fax machines.
The problem is at the heart of several recent moves in the online ad industry to use technology in place of human processes.
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