How shift to targeted ad buys is impacting marketers, publishers

10/25/2010 | Adweek

Online ad campaigns using real-time bidding via ad networks that serve ads based on user demographics are 324% more successful than those that are not targeted, research shows. This shift is causing top publishers, such as Gannett, to rethink their content-ad approach from broader categories like "health" to more focused topics, such as "cholesterol" and "diabetes."

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