Ad retargeting damages the economics of hyperlocal networks hoping to make any real ad revenues selling to larger buyers. These same buyers can – and increasingly do – use retargeting to get the same Internet users at a fraction of the cost. This is another example of how hyperlocal actually scales down better than it scales up…
Will Retargeting Destroy Hyperlocal Chain Models?
Ad retargeting damages the economics of hyperlocal networks hoping to make any real ad revenues selling to larger buyers. These same buyers can – and increasingly do – use retargeting to get the same Internet users at a fraction of the cost. This is another example of how hyperlocal actually scales down better than it scales up…