What Connected Advertising is about

Objective:
1) To facilitate the migration of non-search, -mobile, -online marketers to the world of Connected Advertising through the engagement of the broader online community in a dialogue of escalating sophistication.

2) Share with SEM, agency and in-house marketing teams, knowledge and understanding of how search engine companies are managing their advertising business relationships, mobile advertising providers are emerging, how to engage in social media and other forms of emerging opportunities.

3) Provide a venue for sharing knowledge regarding the management of Connected Advertising within the broader online & off line marketing effort.

The idea for this site came from experience; watching as new-to-search people struggled with starting a program; seeing the challenge (first hand) of communicating the value of online advertising in a "GRP" world; navigating the ever-changing realities of search engine companies, mobile providers, social networks and ad exchanges, who, themselves, are not sure how to manage the business. In short, this site is about the human side of Connected Advertising and marketing management

What this site is not: It is not a technical reference tool on search algorithms, or mobile applications. I do not pretend to have the engineering knowledge to engage in such a conversation. Frequently, when I have been caught in one, I quickly realized that most of the others who were talking were less qualified than I am (pretty low). While we will invite technical experts to enlighten us, we will always ask that they communicate in advertising and marketing terms, not engineering terminology

Steve Haar,
Editor

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