We cut through the complexity of new media by applying basic organizing principles of audience engagement and advertiser ROI.

The classic marketing model used guesswork and broad media segments to connect audience and advertisers. In this ecosystem, publishers attracted audiences and presented packages to advertisers to make these connections. Because they couldn't directly measure results, performance was largely judged by gut feel.

The new marketing model is more complex but also more precise. Moreover, most of what is new on digital platforms bears resemblance to media from the traditional world. For pure digital campaigns, the web now allows us to have a much better sense of what is working and which platform is driving results. If measured correctly, the past performance and success can be used to set up campaigns and products that are designed to succeed.

A conversion example: Long term campaign successes on old yellow page platforms easily translate to search, online directory and yp.com platforms. Old classifieds advertising is now much more dynamic within online marketplaces, auto trader, craigslist.org, careerbuilder, etc. tied together through landing pages that are rich in long tail SEO. Recent successes from online campaigns allow us to match keywords, website URLs, creative elements, and data/IP matches to audiences to conversion.

Measurement methods have gotten very sophisticated as well. We are able to measure most actions on the web, determine profiles of ideal customers or audience, and then build customer or audience acquisition strategies to continuously improve results.