“Instead of simply using it for efficiency,
brands are using programmatic buying to target individuals creatively in premium environments” Jonathan Barnard
Head of forecasting for ZENITHOPTIMEDIA
According to legend, the first banner ad appeared in 1994 on the website Hotwired, and it was so new and revolutionary that it had a 44 per cent click-through rate, according to Jeff Rajeck, a researcher at marketing firm Ecoconsultancy.
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