Engagement planning is like media planning on steroids. Instead of planning where and when to buy media, engagement planners plan where, when, how, and with what kind of content (and at what frequency) to create earned media through community development, outreach, and digital dialogue.

Brands should get smarter about their retargeting programs as a priority and stop pouring good money after bad. To do so, they need to learn what retargeting really is, how best to use it, and why it can be a valuable tool for both optimization and new customer acquisition.

IAB EVP and COO Patrick Dolan, along with Winterberry Group analyst Jonathan Margulies, discuss the two groups' new white paper on how ad targeting data is being implemented today across online marketing programs. "If the industry is going to live up to the promise of data as a central corporate asset, it's going to need to put senior-level resources behind its assembly, integration and use," says Margulies.

Mixing the results of brand and non-brand paid search results leads to a false sense of scale and efficiency for the program, which, in turn, creates five chronic problems. Unfortunately, many agencies, engines, and others who feed on online advertising have a vested interest in blurring the brand, non-brand distinction.