Display ad prices still baffle many ad buyers

07/10/2013 | MediaPost Communications

Many buyers of online advertisements still have a hard time gauging how much display ads should cost, according to a poll from research firm SQAD. The survey found three-quarters of marketing professionals didn't know what type of website garners the highest cost per thousand clicks, whereas more than half knew what television show commands the highest ad prices. "We are finding that many ad buyers are still in the dark about how much they should be paying for display ads, despite the proliferation of online advertising over the past decade," said SQAD CEO Neil Klar.

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