alan schanzer

“Networking” is a column focused on the evolving roles of networks in online advertising. Today’s column is written by Alan Schanzer, Chief Strategy Officer of Undertone Networks. The media landscape continues to evolve as advertisers move away from impression-based demographic buying to audience-centric strategies. This shift recognizes that audiences more accurately reflect potential customers and […]

“Networking” is a new column focused on the evolving roles of networks in online advertising. Today’s column is written by Alan Schanzer, Chief Strategy Officer of Undertone Networks. Historically, media value was determined by a relatively simple calculation: divide campaign cost by the number of persons reached within a specified target segment expressed in thousands. […]