Too much re-targeting?
Jag Duggal, senior vp of product management for Quantcast, in speaking at OMMA RTB in San Francisco says the business needs to take a step back.
He says too many online marketers and agencies are focused on re-targeting.
Duggal notes for example that having "a pair of shoes from Zappos following you around" the internet isn't good. Duggal says its important to get back to the beginning: "The upper funnel is important."
WAYNE FRIEDMAN
Wayne Friedman is West Coast Editor of MediaPost.
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