The Death of the Banner Ad
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Privacy issues aside, there’s hope that effective audience targeting will save online display advertising as paid search and other opportunities like mobile, apps and lead generation nibble away at marketing budgets and publishers’ attention. At least this effort has more promise than the attempt to get bigger advertising units onto websites.
Nearly two years ago, the Online Publishers Association tried to one-up the Interactive Advertising Bureau (IAB) with its obnoxious Fixed Panel, XXL Box and Pushdown ad units that I’ve yet to see a request for on any advertising proposal.
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