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Insights Center

White Papers

At Turn, we see the possibilities of an advertising world where art and science work together to provide more valuable insights and more confident decisions. We use our expertise and market intelligence to explore innovations, trends and technologies that can help our clients make an impact – and raise the profile of our industry as a whole.

Collective’s 2010 Digital Ad Study

Collective, a company that sells audiences for display advertising commissioned a study with market research firm Advertising Perceptions to determine key trends in the digital display eco-system, with an emphasis on the evolution of buying and selling audiences. The study found that audience data is becoming a more important part of publisher-direct buys, with advertisers placing less importance on the inventory quality of branded Websites and a stronger emphasis on targeting.

Additional highlights in the report focus on:

  • Data & privacy issues
  • Shift from buying content as compared to audiences
  • Value of ad networks
  • Targeting methods
  • Concerns for commoditized inventory
  • Performance metrics and lack there of
  • Growth of online video

Click here to download the complete study.