Integrating paid-search marketing and display ad campaigns can yield high returns. Marketers continually hear that chant. But eMarketer's David Hallerman refers to research from iProspect, Efficient
Frontier and Forrester Research to make the point. While manipulating large amounts of data to combined search and display ad campaigns remains in the early stage, he tells us that unifying online ad
campaigns makes overcoming challenges worth both time and money.
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