A not-so-funny thing happened on the way to the often-prophesied friction-free online advertising ecosystem, the one where efficiency would equal ever-increasing value of inventory. While improvements in targeting technology have progressed rapidly, the value of display inventory has steadily, and steeply, declined overall. Indeed, so much so that it’s become commonplace on the conference circuit to hear speculation on a permanent depression in display pricing, even for ostensibly “targeted” inventory. A big part of the problem is what might be called “optimization silos” that still exist in the online world among content optimization, behavioral targeting and creative optimization.
Source:Smashing Optimization Silos
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