Ad networks and exchanges can provide extremely convenient outlets for marketers' messages. But ensuring their quality can be a challenge. Advertising agency heavyweights recently provided their takes on what to watch for in ad networks and exchanges to make sure you get your money's worth.
It's a mistake to silo analytics by channel—multichannel and cross-channel touchpoints should receive appropriate attribution for sales. That's the viewpoint many direct marketers and their vendors shared with colleagues recently, despite the fact that all were attending the search-centric SES Conference & Expo.