In recent years, online publishers have transformed the Internet into a richer, more diversified platform offering entertainment, information, communication and other remarkable content that would have been unimaginable only two decades ago. Yet, as rapidly as the Internet has grown as a consumer medium, it has not kept pace as an advertising platform. Considering the number of hours that consumers spend engaged with high-quality online content, the Internetâ€˜s share of advertiser dollars is far lower than it should be.
One of the obstacles we face in attracting additional brand advertising is the Internetâ€™s legacy as a direct response, transactional medium. As a fledgling industry, we convinced advertisers that the Interne More...
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