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The Roots of the Invisible Brand in Digital Advertising
THE ADVERTISING INDUSTRY CHANGED permanently when Internet technologies made it possible to deliver personalized information directly to consumers. Up until then, broadcast media like television and radio and the mass publication of newspapers and magazines dominated the advertising landscape.
We’ve gone from delivering the same message to everyone at the same time through mass communications, to technology that can deliver different messages to every individual, on demand, through mass customization.
This isn’t the first time computers have transformed the advertising business. Think back to AMC’s hit Mad Men. The show featured elegant and unruly executives who dominated the advertising ...
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