Dive Summary:
- Just one week after Google announced taking on Designated Market Areas (DMAs), Microsoft's adCenter declared the same change.
- Nielsen's DMAs were originally used for mapping zoning areas for television in large cities, but now the system is moving to online advertising as well.
- The change is set to go into play in late September or early October and Microsoft recommends marketers keep a close watch on traffic during this time so that they can adjust accordingly.
From the article:
It’s official. Nielsen’s Designated Market Areas (DMAs) are becoming the paid search targeting standard for metro areas. Microsoft’s adCenter has announced it’s adopting DMAs as its method for targeting metropolitan areas, a little over a week after Google announced the same shift.
The change, in adCenter’s case, will take place in late September and October. During this period, Microsoft will automatically migrate all advertisers...
