Recently, Harvard Business School published a working paper, Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
The most common misconception over the past year has been the commonly heard statement, display looks like search. While we have all heard this a number of times (albeit it might be partially true) it’s largely based on one main factor: the rise of the auction-based marketplace in display
Last month, we discussed how display media has evolved to be more quantitative in Why Search Marketers Are The Future Media Planners, and ironically, how the skillset held by search marketers has become more relevant to display media than the skill set held by current media planners. Using the…