JDN: Search, a new performance lever for digital campaigns
It took nearly two decades for display advertising to exceed search engine advertising, but we are there. For some, search is dead and the display and video now dominate our ecosystem. But not so fast, if its true that the competition to appear at the top of the page is tough, the opportunities offered by search are far from exhausted. On the contrary, search is reinventing itself and today offers new levers of performance.
Although traditionally seen as a direct response channel, search – and search data created by users – now comes to feed advertiser campaigns and allows them to build their reputation across multiple channels, devices and ad formats .
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