Yellow Book Acquires Search Firm
Click Forward Marketing, Coral Gables, FL, will let Yellow Book deliver "low-cost leads to advertisers by placing their ads efficiently across the Internet," according to a statement from Yellow Book.
E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.
At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.
While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.