David Berkowitz is Vice President of Emerging Media for 360i, an award-winning digital marketing agency. At 360i Mr. Berkowitz helps leading brands in media & entertainment, retail, and other verticals leverage marketing opportunities at the nexus of search engine marketing and social media.
Mr. Berkowitz manages MarketersStudio.com, an Ad Age Power 150 media and marketing blog. He is also a prolific contributor to MediaPost, and has penned more than 350 columns to date. His writing has also appeared in Ad Age, DM News, MarketingProfs, iMedia Connection and other publications.
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The Facebook Challenge: Is Social Media Inventory Any Good for Marketers?
Date/Time: October 01, 4:15 PM
The new 800-pound gorilla of display marketing is loaded with inventory and dense user profiles, but is Facebook really proving to be an important part of the inventory mix for marketers? The company’s ad programs shift as quickly as its privacy policies. The audience is migrating rapidly to mobile media where the ad models remain even less clear. And despite anecdotal evidence of success, the real value of display within Facebook continues to be debatable. And now the company is bringing its data outside the network walls and letting the DSPs and exchanges in. How are agencies meeting the complex challenge that Facebook poses both to the media plan and to the business of display. Can social display inform and enhance a larger marketing plan? Are media buyers moving budget away from other display buys to enter this arena, and how does ROI in the social network compare to returns from the new ad tech machine being built outside of Facebook?
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