Online ads must strike balance between clicks, creative

10/21/2009 | PaidContent.org

The digital ad segment, in order to flourish, must balance the "art" of "demand creation" via branding campaigns, with the "math" of "demand fulfillment" through the measurement of clicks and direct-response measures, according to Jim Spanfeller, the outgoing president and CEO of Forbes.com, treasurer of the Online Publishers Association and chairman emeritus of the IAB. "The data will indeed make digital advertising more effective-but only if we can maintain a place in the new world order for the art as well," he writes.

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