More media buyers should take advantage of online user data in making media buying decisions, according to a report from Jupiter Communications, New York. Only 22% of media buyers make optimal use of clickstream data, data generated when consumers interact with online advertising. In addition, more than 56% of media buyers said they felt overwhelmed by the amount of data they must analyze.
To maximize their online advertising efforts, media buyers must employ both a continuous efficiency cycle with constant optimization of ad units, media and deal structures, and structured, methodical strategy testing, Jupiter recommends in its report.
Copyright May 1999, Crain Communications Inc.