• Clickz, Friday, September 25, 2009 12:57 PM

Retargeting display ads to people searching the Web offers promising conversion rates, but Kevin Lee believes marketers should become aware of the potential pitfalls of display networks and exchanges before signing on. Demonstrating his point, Lee dissects two studies recently released, one from Mpire, and the other from Ben Edelman.

Lee's doubtful that advertisers will band together to dissect the studies as he did or "demand this bill of rights" he outlines. Most are "too ignorant, lazy, or busy to complain," Although agencies don't want to make a stink unless it's on behalf of an advertiser and client, he provides the tools to step into agreements with eyes open in order to get what you pay for.

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