In Advertising Fantasyland, a single ad buy would be all that is needed to reach, acquire and retain customers. In the real world, the media landscape is constantly fragmenting, and potential consumers are harder to reach than ever before.
As Web users jump from desktop computers to smartphones to tablets and from top-tier publishers to citizen journalists to social media, advertisers are faced with the challenge of not just finding, but also engaging consumers,
no matter where they are.
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