For more than 15 years — since the dawn of the Internet, really — display advertising has held promise, but it has often underperformed with boring, static banner ads whose value diminished greatly as consumers became trained to ignore them. Today, innovative technologies are pumping new life into display advertising and helping e-commerce brands profit by turning this medium into a finely tuned, money-making channel. At the center of this transformation lies an asset that online retailers already possess but few understand and even fewer use: their own customer data.
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The Data-Fueled Display Ad Revival
Posted by: Josh McFarland August 8, 2011 05:00 AMFor more than 15 years — since the dawn of the Internet, really — display advertising has held promise, but it has often underperformed with boring, static banner ads whose value diminished greatly as consumers became trained to ignore them. Today, innovative technologies are pumping new life into display advertising and helping e-commerce brands profit by turning this medium into a finely tuned, money-making channel. At the center of this transformation lies an asset that online retailers already possess but few understand and even fewer use: their own customer data.