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UH-OH: It’s the end of ad inventory as you know it (and how you can still feel fine).

A provocative look at the future of the ad impression, and how the evolution of agencies and publishers may or may not result in its demise -- or devaluation.

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UH-OH.,[object Object],It’s the end of ad inventory as you know it (and how you can still feel fine).,[object Object],Ian Schafer, CEO & Founder,,[object Object],March 1, 2011,[object Object],Heckle me @ischafer.,[object Object]
Brands are pulling agencies in directions that will force them to move into territory that will be dangerous to the traditional online inventory model.,[object Object]
“Engagement” isn’t just gaining momentum.,[object Object],It’s gaining a more significant share of spending.,[object Object]
The good news: There is still time to lead.,[object Object],The bad news: Demands for “quality engagement” must be met.,[object Object],Engagement is more difficult to buy, and more difficult to sell.,[object Object]
Online branding may soon not have a home.,[object Object]
We are waking up to the fact that “branding” is difficult to measure.,[object Object],But there is promise for “connections”.,[object Object],Impressions will be evaluated upon how hard they work.,[object Object]

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