Summary
The online media buying revolution is in full swing — audience targeting, real-time bidding, and attribution are changing the way interactive marketers buy — putting digital publishers at a critical crossroads. Is your site ready to handle the demands of a new breed of media buyer? Most digital publishers aren't, and advertisers, vendors, and new intermediaries are ready to take advantage of timid and fearful publishers. To make it through the digital Media Meltdown, online publishers are going to have to empower themselves with audience-oriented sales strategies, yield-optimized technologies, and tech-savvy organizational upgrades.
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