Online marketing presents a richer choice of media formats, targeting and messaging than any other media channel. Harnessing this potential involves building on the principles of traditional media planning and using new toolkits, and matching the right formats and sites with the right media properties - all in a market that offers a daunting array of options. There are new metrics to track that transform accountability, and new models for trading media space. This Digital Insight Report introduces some of the trends, frameworks and viewpoints that describe online media planning today to help planners new to digital channels get up to speed quickly.

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