For years, many have viewed paid search advertising as the most simple and measurable form of online advertising. But with the growth of display ad exchanges and demand side platforms to manage the buying, display advertising is relying more squarely on data and bottom funnel metrics, and less on clicks and views. So will search agencies successfully cross over into data-driven display practices? Dax Hamman, VP of display media at iCrossing answers these and other questions.
