As human activity has been digitized, new categories of ad inventory have opened up. The challenge is understanding what the inventory is worth, how media channels compare and what creates
premium value.
Troy Young, CMO at VideoEgg, ponders these big issues and concludes that the path forward is made of "advertising platforms that bring rich ad experiences, such as
entertainment and utility... via content, video, games and interactivity, to the right consumer in a friction free way." No small feat. After that is secured, he suggests, then pricing will follow.
Read the whole story at Advertising Age »