What the shift to digital means for advertising

07/30/2013 | USA Today

Digital shopping is changing the way advertising works by requiring agencies to use data collection for personalized ad targeting and to build social media components into every traditional campaign, write Laura Petrecca and Roger Yu. Data analysis is an increasingly important piece of ad strategy, and while creative still matters, "today, you need to be a technology person" to succeed in advertising, Maxxcom Global Media CEO Steve Farella said.

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