Writing for Adweek, Brian Morrissey looks at how new web architecture could reinvigorate the lowly yet resilient banner ad. Morrissey says the launch and revamp of ad exchanges by Google for DoubleClick, Yahoo for Right Media and Microsoft for AdECN, among others, aim to unlock value in banners by finally giving them a level of targeting on par with search marketing. Among advertisers, he says firms from ad agencies to tech companies are rolling out demand-side platforms to address the coming exchanges. Morrisey writes an in-depth piece and gets viewpoints on what the automation could mean to the online banner ad market.
Read the article at Adweek {link no longer active}.
