The high cost of ad targeting

03/30/2010 | ClickZ

The rise of ad exchanges, real-time bidding and sellers of behavioral data has resulted in data often costing marketers more than an actual display ad placement, according to this article. "There's an almost never ending stream of available media out there. Who a user is is becoming more important than where they are," Mark Zagorski, chief revenue officer at data exchange Exelate.

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