Just before Memorial Day Weekend, Walgreens started running a blowout Web video ad campaign for its Way to Well initiative. The ads, featuring Alison Sweeney (Sammy from Days of Our Lives), had already made their debut on YouTube in April.
If you spend enough time in the murky world of ad exchanges, ad tech middlemen and real-time bidding software, you might come away wondering why any major brand even bothers with online advertising.
What do Jaguar, Fiat, Jeep, Sheraton and Hewlett-Packard have in common? What about Westin Hotels, Citibank and JetBlue? Not only are they blue-chip, discerning brands, they're also heavy advertisers on sites like driverswhoknow.com, fundwiser.com, celebritynewsstories.com and mommymixing.com, all properties of company called AlphaBird.