9. Twitter Comes to Display Advertising

In addition to the abundance of very fine-grained data about users, social media platforms like Facebook and Twitter have introduced an entirely new way of advertising “in the moment.”

Facebook and Twitter (soon to be joined by other social media platforms) have completely changed the model of traditional media planning and execution. In traditional advertising models, a brand started with a big concept/idea and then spent weeks or even months with a creative agency, ideating and brainstorming various messaging, clever quips, catchy jingles, etc. This then went into an equally lengthy and cumbersome media planning process, where media was selected and negotiated, and then there was a rather arduous process ...

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