Advancements in digital analytics, targeting and tags have led to increasing intricacy for online advertising, with major advertisers' campaigns as much as six times more complex than average, according to DG MediaMind. The number of ads using two or more third-party tags increased 267% from 2011 to 2013. Advertisers want "very complex targeting scenarios" and "are really pushing the needle in terms of really sophisticated campaigns," said MediaMind Director of Product Marketing Nick Talbert.

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