Will Scully-Power


Data Costs Surpass Media Costs, Agencies Say
March 31, 2010, 5:20 am
Filed under: Ad Exchange, Datarati | Tags:

Advertisers often pay more for data than they do for display inventory, according to some media buyers.

The emergence of ad exchanges, real-time bidding platforms, and behavioral data brokers, has turned data into an increasingly valuable component of targeted ads – sometimes more so than the media in which the ad is placed.

More: http://www.clickz.com/3639894

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