Our media experts provide context and analyses on the latest search and social news in this monthly roundup.
New technology has made the consumer journey anything but linear. From finding a prospective car buyer in the market for that new SUV to the middle-aged parents looking to refinance their home, the keyword and geotargeting tactics that once worked are no longer enough to drive conversions. While advertisers continue to adapt across digital channels, paid search may be the most primed for innovative tactics powered by machine learning that drive both efficiency and efficacy.