Online Advertising Research White Papers     Improving Performance with Retargeting Retargeting is a popular and highly effective online advertising technique and a form of behavioral targeting that re-engages a specific audience based on their expressed interest or interaction with a marketer’s message. Whether a marketer wants to retarget users based on visits to web pages, exposure to creative or searches on the web, interested visitors must be identified, engaging creative must be developed and the message must be delivered at scale. Featuring aggregate data from campaigns run on the ValueClick Media network, this white paper undertakes and in-depth analysis of the various retargeting methods, when and how to use them and their impact on reducing the costs of customer acquisition and retention. Download     Cost-Effectively Reaching the In-Market Auto Buyer Based on a study conducted by ValueClick Media and interactive agency Goodway 2.0, this paper evaluates networks as an alternative to advertising on automotive information sites. The study concluded that running on a large number of sites and allowing optimization technology to determine those which are most effective will lead to better results than presupposing what sites or channels will perform. Download     Best Practices For Political Advertising Online This publication looks at paid online advertising, from search engine marketing to display advertising, and is designed to help political organizations understand online advertising and better leverage their resources to reach voters online. The authors of each chapter used their experience, expertise and analysis to compile resources and a set of best practices for each discipline within online advertising. Download		Articles           Understand the 4 BT methods By Joshua Koran           Four strategies for maximizing lead performance By Bill Todd           Political marketers have embraced web 2.0, but what about online advertising? By Tony Winders           Delving deeper into the meaning of performance By Tony Winders           Video advertising: a performance medium by any measure By Bill Todd           The truth about ad network transparency By Matthew Boyd           5 smart ways to use ad networks By Tony Winders           One ad network is not the answer By John Ardis           Ad exchanges: hype or true value? By Chad Peplinski           Confessions of an online ad buyer By Jay Friedman           Get past the unsexy side of online media By Jim Meskauskas           Know how your ads are targeted By Tom Hespos               2008 Digital Outlook Report Published by Avenue A | Razorfish

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