How digital's reach is enabling the global media buy

08/18/2013 | Adweek

Digital platforms from companies such as Facebook and Google have allowed marketers to develop global or cross-border promotions because they suffer fewer consistency issues and have more compatible standards than traditional media. Agencies, however, still must tailor content to their local audiences even if ad buys go global because "one size fits all is a massive mistake," said Eric Bader, chief marketing officer of RadiumOne.

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