• by Joe Mandese  @mp_joemandese, July 31, 2009

Todd Teresi, Chief Revenue Officer, Quantcast, has just made an astute observation near the tail end of OMMA M&M. Actually, he’s summed up the fundamental dilemma surrounding online display advertising’s role in the mix, and how advertisers plan, measure and post it.

“One reason why search is so successful is that an advertiser can buy exactly who they want to reach via a key word,” Teresi observed, adding, “that doesn’t exist in display.”

That’s a problem, he says, because to a marketer, “All tha tmatters is that if they reach the audience that matters to them. Until we get to that point, we’re going to constantly be in this nasty cycle of debating, ‘was my targeting right, or was your creative wrong, or was your frequency wrong’,” Teresi concluded.