• ClickZ, Wednesday, January 26, 2011 12:40 PM

The pay-per-click (PPC) model marketers have come to rely on in paid search ads has moved into social media and other forms of advertising. The model began migrating to other media early last year. Robin Neifield explains how this bid auction model can drive display media through ad exchanges, demand-side platforms, and social media advertising on Facebook and LinkedIn. It's an integrated approach that pulls together a company's strategy across traditional and display-based ad campaigns.

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