This article stated that, based on a study from the Marchex Institute, “marketers should insist on paying for performance campaigns on mobile display differently” – “based on consumer actions, not impressions.” Does this open up a new market in the display ad market? Does this mean that you can only leverage display ads if you have your target 100% nailed down? Hyper targeted campaigns can be very hard for some marketers, especially if they need to test and learn into their targeting. Display ads may not be made for betas or startups as “advertisers can overpay by more than 10X to generate just ONE quality call.”
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