Improving the metrics for online ads to be more in line with those used for TV, radio and newspapers could be the key to overcoming remaining resistance to the segment from major marketers, according to research from eMarketer. But a recent poll by eMarketer reveals strong disagreement over whether the lack of reliable metrics is the segment's biggest challenge, with some citing other issues, including too great an emphasis on direct response, the need for better creative and the failure by some to grasp the digital market.

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