Integrated media models mean more relevant ad targeting

01/30/2012 | iMedia Connection

Marketers are using paid media in concert with so-called "earned" and "owned" media to increase their effectiveness, rather than letting the three strains of media exist as separate silos of activity, writes NetShelter's Peyman Nilforoush. New measurement techniques allow marketers to consider such factors as the power of "influencers" and create integrated media plans that target buyers with increasingly relevant ads.

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