The Best Practices Guide to Concepts, Definitions, Tools, and Transactional Applications
PART 1: Defining the Basics and the Toolkit for Success
Introduction
2020 has been the year of the unexpected. From a pandemic and quarantine to economic crisis to a resurgent civil rights movement and the most polarized our nation has been since the Civil War, this chaotic time impacts business decisions at every level, including advertising.
In the face of this chaos, each individual advertiser needed to become shrewd about how to run campaigns suitable to their brand identity during a historic moment when a large amount of publisher content is focused on hard news such as the growing death tolls due to coronavirus, #BlackLivesMatter, and protests that might turn . . .
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