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Is Display Advertising Doomed?

There's something rotten with the state of display advertising, according to Samir Balwani, an online marketing adviser and strategist at SEO specialist and interactive agency Morpheus Media. The problem with the process of building and executing a display campaign happens when site owners allow advertisers to create custom ad units, full-page takeovers, and other sponsorship ideas.

"If you can think of it, and are willing to pay for it, site owners will do it," which creates what Balwani calls an "interesting predicament." The issue is that site owners are flooding the market with an infinite supply of display ads, and therefore "continually reducing their value instead of increasing it." In other words, "Demand is having a hard time keeping up with the increased and potential supply."



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