By: Joe Zawadzki Published: October 17, 2011, AdAge.
One of the largest advertisers in the country spends tens of millions of dollars a year on Yahoo just on branding campaigns – and they would spend more if they could. They probably should be spending more buying audiences across the web while improving their campaign on Yahoo against all of their marketing objectives. The "math" of audience buying isn't just about performance. The best companies have flexible algorithms that drive branding and help reach new audiences while gleaning actionable intelligence..... Read more.