Technology evolution and mobile devices diffusion are making
cross-channel advertising, and measurement and attribution top priorities for digital marketers: the big volume of online data available could help them develop relevant content for customers and perform sophisticated analysis to determine the real value of their advertising...the only problem is that all of this is based on cookies.
According to this article, 91% of iPhone and iPad cookies don't work well and, considering that by 2017 87% of internet connected devices will be smartphone and tablets, the risk to waste a big portion of the money invested in online advertising is high: what can digital marketers do to face this problem?
Source:
http://www.brandrepublic.com/news/1302117/half-online-advertising-will-wasted/
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