Media Mix, Or Mixed Metaphors

Whatever you want to call it, Ronald Shamah, vice president at SapientNitro, gave a pretty easy-to-get illustration of what's going on with the online display advertising marketplace, and ad networks in particular.

The infrastructure surrounding the online display marketplace grew up at of a direct response mentality, and now the industry is attempting to use it to optimize brand metrics.

"The mouse trap was very well defined, but now we are trying to catch grizzly bears and the best mouse trap is not going to cut it," Shamah said.

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