Retail Online Integration — "Best Practices for Online Advertising in Retail"
by Jake Bailey, Chief Evangelist, RichRelevance
A tremendous shift is taking place in online advertising right now. Google is pushing its display capabilities to new levels, Project Devil at AOL is bringing art back into advertising and organizations like the Interactive Advertising Bureau are pushing the industry to innovate with new ad formats. However, regardless of creative execution, the holy grail of advertising is the ability to reach the right person with the most relevant story — whether it’s through rich media or custom sponsorships — at the right time. At the end of the day, ads have one simple goal: to influence and drive purchases.