ClickZ

Get Value-Added Online Placements From Offline Buys

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Both full-service and exclusive online firms constantly use the term “integration.” Typically what’s meant by “integration” is that online is fully integrated with off-. Full-service firms say their online teams are fully integrated with their offline teams, from creative to online media buying. Online firms claim they play well in the same sandbox with their…

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Marketing

Boston.com Chooses Boston Firm Overdrive Interactive as Search Engine Marketing Partner

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Overdrive Interactive, a Boston-based full service search engine marketing and online media buying agency specializing in lead generation, brand building and customer acquisition, today announced that it had been selected by Boston.com to develop a search engine marketing strategy to drive more traffic and loyal users to the site. Boston.com is the official online home…

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ClickZ

Pros and Cons of Google and DoubleClick

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Google, the Internet behemoth, is swallowing up a critical piece of the online advertising infrastructure — after devouring YouTube. Not only does it want to control the Web’s access points to content, it also wants to assert its control behind the scenes with the DoubleClick acquisition. Microsoft is crying monopoly (that’s a new peak in…

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