Downturn likely to result in fewer display ads

11/24/2008 | Mediaweek

As marketers demand greater ROI from their online investments, the display ad, which lacks a reliable metric to prove its worth, reportedly could become a rarity in the segment. "There is still a school of thought that it is a low-impact ad environment," said eMarketer analyst David Hallerman. "With money tightening, people say, 'How effective is it?'"

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