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Co-Op Advertising: Digital’s Lost Opportunity? A new study by IAB & Local Search Association

IAB CEO Randall Rothenberg on Ad Blocking, Viewability, & Fraud in The Wall Street Journal 2

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Co-Op Advertising: Opportunities in Digital
 

Spotlighting a sector of the digital advertising economy that offers great financial opportunity the IAB and the Local Search Association released an in-depth whitepaper entitled “Co-Op Advertising: Digital’s Lost Opportunity?” The report looks at digital entryways for the traditional advertising practice of splitting costs between manufacturers and retailers when an advertisement benefits both parties. Outlining co-op advertising’s potential rewards for the interactive ecosystem, the paper also highlights challenges that would need to be overcome in order to take advantage of its merits.

While the value proposition is clear, the report also addresses hurdles that need to . . .

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