IAB rising stars units are "bad ass"
You don't hear advertising described this way very often: IAB rising star units are "bad ass" according to Gary Nelson, creative director of Sapient Nitro, who praised their versatility and flexibility, including how they can complement or interact with content. Nelson went on to praise display ads which target users with behavioral data because "you know me. If you don't know me, I'm going to ignore you."
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