28 Nov '12, 6pm

Can Search Marketers Own ‘Programmatic Marketing’ & ‘Big Data’?

Let’s keep this BS free. For years now, we (as an industry) have been talking about some mythical overlap between search and display, demonstrating how both channels should be managed by the same team. The theory goes that when they are put together, we start defying the laws of math, and that 1 + 1 equals 3. The reasoning behind such an argument, in part, comes down to simple efficiencies and management fees, but also because search marketers can contribute a unique type of thinking to media because of their background in auction-based buying. I am yet to see it really be proven true. The one case where search marketers have ‘stolen’ real revenue from display teams has been within Facebook advertising (not the new FBX exchange) – when launched Facebook advertising was obviously the domain of media buyers, but when they switched to CPC buying, the search marketers leaped o...

Full article: http://searchengineland.com/can-search-marketers-own-prog...

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