Jamie O’Donnell speaks to David Moore, Chairman, IAB & Chairman, 24/7 Real Media and Brian Pitz, Equity Research, UBS, as part of IAB day at Connected Marketing Week in San Francisco, 2010. David discusses the future of display advertising, in particular, how display advertising is going to appear across all devices. David says while search has driven the market over the past five years, now display is the push, search is the pull. With new targeting technologies, you can target what people have searched on. Brian says display is important because display is merging with search, now called performance-based display. Many companies are not spending many dollars online. But companies like Google that are providing the technology and the data and combine it with brand dollars willing to be spent is the next wave in advertising. The biggest growth in online advertising will come from this hybrid display model.
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