It took the human race millennia to realize the earth wasn't the center of the universe. In its own small way, advertising has until recently been mired in an intellectual fallacy of its own — namely, the idea that advertisers and their creative message were the center of advertising. Belatedly the industry is thinking its way outside that particular box and acknowledging that it's the consumer processing the ad who is, or should be, the center of the advertising universe. David Sidman, CEO of Linkstorm, explains below how that insight might be integrated into the creation of ad units themselves.
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