BT: I Can't Buy Boatloads Of Impressions

by Laurie Sullivan , Staff Writer @lauriesullivan, July 30, 2009

Understand BT is just a piece of the puzzle. Look at it as rich media.

Doug Chavez, senior manager for digital marketing at Del Monte Foods, says "I know there are issues with cookies, but people need to remember it's not a perfect science. It's more directional than other types of advertising. More brand segments are becoming available through data.

He says Del Monte views BT as a way to improve marketing by reaching more value responders. "This is why we should pay more to do this work rather than buy mass impressions. I can't buy boatload of impressions."

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