back to basics

A useful reminder that "you can't use impressions to know if you're reaching people" from Tony Zito, CEO of MediaForge, because, for example, display ads can be served in places where no one can see them yet still counted as impressions. A basic point but these issues are still pertinent to online advertising, because there is such a huge range in the quality of inventory, as the other panelists on "Performance Display, the New Search" confirm.

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