Those range from determining what kinds of marketing schemes are the most effective to establishing standards for measuring the impact of ads. You might think that the online ad industry already would have dealt with most of these issues. Now, things have changed.
Trouble is, many traditional advertisers still find marketing online a total mystery.
They just don't know what works, and there's no easy way to find out. The real floodgates of ad spending from Old Economy advertisers won't open up until that hesitation is overcome. Web-site publishers have to start by admitting that branding, at least in the traditional sense, just doesn't work on the Web. Successful branding happens on TV and radio through a subtle, emotion-inspiring combination of music, images, or voices. Web banner ads that flash catchy tag lines don't do it.