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Zinman: search and display make beautiful music

Following Aaron Goldman and Rob McEvily's retro 80's hip-hop intro, the first speaker at Day 2 of the Search Insider Summit -- David Zinman, vice-president and general manager for Yahoo's display advertising -- started the day with a call for more harmonious coordination of search with other disciplines, including of course display. Zinman predicted that the new generation of DSPs, DMPs, SEM firms will allow more flexibility in terms of moving money back and forth between search, display, and optimization, and coordinating these disciplines with each other. And they definitely work together: he cited a study showing that coordinating display with search resulted in an average 155% lift in search activity across eight major ad categories including automotive, consumer electronics, and the like.
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