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24/7 Real Media's Moore feels differently. "We sell advertising on all [our] sites," he says, "but if we see that one of our clients' objectives can be enhanced by going outside of that network, we do that."
There's also the question of how much time to give a campaign to judge its performance.
"Clients are very quick to say 'let's get rid of it' after 48 hours," explains Nachtaler. "You need to wait at least two weeks. … Sites typically do not ramp up the full impression load on your creative right away. It takes time."