Online video advertising is already a big business, but there's still room for big improvements in the way the sector is structured, says Martin Hayward, director of marketing for Mirror Image Internet. Tracking technologies such as cookies and pixel-tracking will have a key role to play in helping advertisers reach their preferred audiences, Hayward predicts. "The website that can offer advertisers the most value by getting their ads in front of the right audience will be the big winner here," he says.

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