Dive Brief:
- A report from DG Media Mind has reported that online advertising is becoming increasingly complex.
- According to the data, the use of tags and sophisticated targeting and analytics is rampant, especially among the top 10% of advertisers.
- In general, the addition of these tags and targeting methods is advantageous, but there is a tipping point at which the costs of preparation and adding the technological layers outweighs the advantages of having them.
Dive Insight:
The tipping point will be different for each advertiser, but it's worth taking a step back to look at the overall picture to determine the necessity of complex advertising methods. Conversion tags and geo-targeting methods are excellent tools, but if you can't put those within your larger picture and goals, the effort may be wasted.