By: Jay Habegger Published: October 17, 2011, AdAge.
Online retail, by its very definition, exists so that companies can sell products and turn a profit on those sales. The model has grown steadily over the past decade as consumers become increasingly comfortable purchasing goods online. But savvier online retailers aren't merely consumer-facing stores anymore; they're evolving into media companies that can sell advertising and profit off their audience. In the process, they are creating a myriad of new digital co-operative marketing opportunities for themselves and their suppliers...... Read more.