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	<title>Comments on: Putting Display in Search Terms</title>
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		<title>By: Yahoo! Search Marketing Blog &#187; Ad News and Views from Around the Web</title>
		<link>http://www.adexchanger.com/displaying-search/putting-display-in-search-terms/#comment-5458</link>
		<dc:creator>Yahoo! Search Marketing Blog &#187; Ad News and Views from Around the Web</dc:creator>
		<pubDate>Wed, 31 Mar 2010 21:46:31 +0000</pubDate>
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		<description>[...] Putting display in search terms Writing in AdExhanger.com’s “Displaying Search” column, Justin Merickel, Vice President of New Product Development and Marketing at Efficient Frontier, explains how you can utilize search data to benefit your display campaigns by mapping audience segments to search term types. [...]</description>
		<content:encoded><![CDATA[<p>[...] Putting display in search terms Writing in AdExhanger.com’s “Displaying Search” column, Justin Merickel, Vice President of New Product Development and Marketing at Efficient Frontier, explains how you can utilize search data to benefit your display campaigns by mapping audience segments to search term types. [...]</p>
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		<title>By: Ad News and Views from Around the Web &#171; Yahoo! Advertising Blog</title>
		<link>http://www.adexchanger.com/displaying-search/putting-display-in-search-terms/#comment-5457</link>
		<dc:creator>Ad News and Views from Around the Web &#171; Yahoo! Advertising Blog</dc:creator>
		<pubDate>Wed, 31 Mar 2010 21:44:47 +0000</pubDate>
		<guid isPermaLink="false">http://www.adexchanger.com/?p=14300#comment-5457</guid>
		<description>[...] Putting display in search terms Writing in AdExhanger.com’s “Displaying Search” column, Justin Merickel, Vice President of New Product Development and Marketing at Efficient Frontier, explains how you can utilize search data to benefit your display campaigns by mapping audience segments to search term types. [...]</description>
		<content:encoded><![CDATA[<p>[...] Putting display in search terms Writing in AdExhanger.com’s “Displaying Search” column, Justin Merickel, Vice President of New Product Development and Marketing at Efficient Frontier, explains how you can utilize search data to benefit your display campaigns by mapping audience segments to search term types. [...]</p>
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		<title>By: Paul Knegten</title>
		<link>http://www.adexchanger.com/displaying-search/putting-display-in-search-terms/#comment-4506</link>
		<dc:creator>Paul Knegten</dc:creator>
		<pubDate>Mon, 25 Jan 2010 21:24:57 +0000</pubDate>
		<guid isPermaLink="false">http://www.adexchanger.com/?p=14300#comment-4506</guid>
		<description>Great analysis -- I think this a great primer for search marketers looking to get into Display.

The real challenge becomes, however, how to translate the spectrum of intent granularity and volume to action in Display targeting.  With behavioral targeting, geo targeting, contextual targeting, semantic targeting, et al. what can marketers do to efficiently move across this spectrum with their display strategy?

My (biased) opinion is that dynamic ads, when delivered through a good DSP are a good platform for moving through the intent granularity / volume curve.  Where granular intent exists, dynamic ads can deliver the right specific product for that intent.  For audiences with less defined intent, the dynamic ad can show a more general message.

Once again, great analysis!</description>
		<content:encoded><![CDATA[<p>Great analysis -- I think this a great primer for search marketers looking to get into Display.</p>
<p>The real challenge becomes, however, how to translate the spectrum of intent granularity and volume to action in Display targeting.  With behavioral targeting, geo targeting, contextual targeting, semantic targeting, et al. what can marketers do to efficiently move across this spectrum with their display strategy?</p>
<p>My (biased) opinion is that dynamic ads, when delivered through a good DSP are a good platform for moving through the intent granularity / volume curve.  Where granular intent exists, dynamic ads can deliver the right specific product for that intent.  For audiences with less defined intent, the dynamic ad can show a more general message.</p>
<p>Once again, great analysis!</p>
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		<title>By: togilvie</title>
		<link>http://www.adexchanger.com/displaying-search/putting-display-in-search-terms/#comment-4491</link>
		<dc:creator>togilvie</dc:creator>
		<pubDate>Fri, 22 Jan 2010 21:14:56 +0000</pubDate>
		<guid isPermaLink="false">http://www.adexchanger.com/?p=14300#comment-4491</guid>
		<description>Displaying Search is my favorite column! Good stuff Justin. 

One of the reasons I like your analogy is that, as in search, it&#039;s not always easy to know ahead of time whether you&#039;ve got a head/tail/torso audience, and they don&#039;t always behave as you&#039;d expect. Accurate classification may be half the battle.</description>
		<content:encoded><![CDATA[<p>Displaying Search is my favorite column! Good stuff Justin. </p>
<p>One of the reasons I like your analogy is that, as in search, it's not always easy to know ahead of time whether you've got a head/tail/torso audience, and they don't always behave as you'd expect. Accurate classification may be half the battle.</p>
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