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Forgot The Ad Budget? Don't Panic!


Bob is excited about his new business. He secured funding. He leased the building. He stocked it full of new gadgets. He hung the sign. He posted a banner on his window that reads,"Grand Opening!". And now he stands behind the counter, waiting for customers to come flocking in. And he stands there. And he stands there. And he stands there.

And then it hits him: No one knows about his shiny new store!

I've seen new and even established businesses make this same mistake over and over again. Advertising is the last thing they think of. They assume that since their doors are open and the merchandise is on display, customers will come running in. But they won't come. Not until they know how great your new business is! And to do that you need to plan and execute an advertising budget and strategy.

Many times I've been called in to consult with a new business to help plan their ad strategy well after their stores have opened when in fact, this is something that should have been done during the initial planning stage.

So is it too late? No, but sometimes it's a major sticker shock to those who did not put a realistic plan together from the start. Remember that advertising, like your store and your merchandise, is an investment towards your profits.

But let's say you're like Bob and your business is already up and running. How do you put together a realistic ad budget? Well most people use a percentage of gross sales as a means of figuring this out. If however, you're a new business owner with no prior sales, you can base it on industry standards. Use the web and search out other related businesses for a guide. Once you've figured what your gross sales should be, think about using 3 to 5 percent as a starting point for your ad budget. Another factor to consider when planning an ad budget is that it should encompass all aspects of your advertising from media placement to creative costs and production of your ads.

And remember: advertising must be done with consistency. Let me write that again. Advertising must be done with consistency. When planning your ad budget, make sure you allot enough funding to allow it to last throughout the year whether your sales will be spread out evenly or are cyclical. If you spread your budget too thin, chances are your ad campaigns may not be heard or seen enough to stay in the minds of consumers. And if your business is brand new, you'll want to plan on spending more at the beginning for your initial start up campaign.

Some businesses make the mistake of advertising strong for about three to four weeks and then they stop. Keep in mind that consumers have very short memories and with 3000 plus advertising messages that pummel their brains everyday, it's no wonder! That's why you have to stay in the public's eye consistently. Oh, and it also helps to have a clever message but we'll talk about that in another article.

Once your ad budget is established, the type of advertising you use will be based on your specific business but normally if your business is consumer based, even in these modern web based times, traditional media such as radio, television, print, billboard and direct mail should still play major roles.

Many times I've helped clients put together an in-house survey for their customers to fill out. This can be helpful in determining what type of advertising they'll need as well. Questions like, "What radio stations do you listen to?" "Do you subscribe to the newspaper?" and "Do you shop on-line?" can be useful in getting to know your customer's habits as well as how to attract more like them.

Consulting an advertising agency is a very good way to get started as well. To find a good agency, try contacting other business owners you know for a referral or perhaps an established business whose advertising style and creative appears to fit your goals.

Remember: planning your advertising budget and strategy is as important as the products your trying to sell. Think about your advertising now and you'll never end up like Bob: standing behind the counter waiting for customers that never come.

Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results. Visit his web site at http://www.eisenbergagency.com. Mailto: [email protected].


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. April / 14 / 2021

Advertising agencies imagine the office of the future - Business Insider
Advertising agencies imagine the office of the future  Business Insider

Medical Advertising Hall of Fame postpones annual dinner - News - MM+M - Medical Marketing and Media - Medical Marketing and Media
Medical Advertising Hall of Fame postpones annual dinner - News - MM+M - Medical Marketing and Media  Medical Marketing and Media

NuWave Voluntarily Modifies Certain OxyPure Air Purifier Claims Following National Advertising Division Inquiry into Implied COVID-19 Messages - PRNewswire
NuWave Voluntarily Modifies Certain OxyPure Air Purifier Claims Following National Advertising Division Inquiry into Implied COVID-19 Messages  PRNewswire

ROI of Advanced Digital Advertising: What Marketers Need to Know - Law.com
ROI of Advanced Digital Advertising: What Marketers Need to Know  Law.com

Charter Must Pay $19M to Windstream for False Advertising - TV Technology
Charter Must Pay $19M to Windstream for False Advertising  TV Technology

The Pitch: Advertising and marketing news for 4.13.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 4.13.21  RichmondBizSense

Connecting CPG Advertising Strategies To Business Outcomes - AdExchanger
Connecting CPG Advertising Strategies To Business Outcomes  AdExchanger

How Artists and Advertisers Leverage Eye Gaze - Psychology Today
How Artists and Advertisers Leverage Eye Gaze  Psychology Today

Beijing market regulator fines 360 search engine company for false advertising - WTVB News
Beijing market regulator fines 360 search engine company for false advertising  WTVB News

IHeartMedia Shares Spike 9% as Analyst Projects Surge in Advertising Demand - Barron's
IHeartMedia Shares Spike 9% as Analyst Projects Surge in Advertising Demand  Barron's

Darby O'Brien Advertising Launches Catch & Keep Recruitment and Retention Initiative - Business West
Darby O'Brien Advertising Launches Catch & Keep Recruitment and Retention Initiative  Business West

Tuesday Sector Laggards: Advertising, Apparel Stores - Nasdaq
Tuesday Sector Laggards: Advertising, Apparel Stores  Nasdaq

Local Chinese regulators fine Alibaba-backed browser for false advertising - Reuters
Local Chinese regulators fine Alibaba-backed browser for false advertising  Reuters

Lawton City Council discusses hiring company for marketing, advertising for Central Mall property, FISTA - KSWO
Lawton City Council discusses hiring company for marketing, advertising for Central Mall property, FISTA  KSWO

Jun Group Launches Self-Service Advertising Platform for SMBs - GlobeNewswire
Jun Group Launches Self-Service Advertising Platform for SMBs  GlobeNewswire

Germany tightens rules on marketing food to children: 'Advertising must not induce children to eat unhealthily' - FoodQualityNews.com
Germany tightens rules on marketing food to children: 'Advertising must not induce children to eat unhealthily'  FoodQualityNews.com

AcuityAds Provides Q1 2021 Update on the Adoption of its Advertising Automation Platform, illumin - Yahoo Finance
AcuityAds Provides Q1 2021 Update on the Adoption of its Advertising Automation Platform, illumin  Yahoo Finance

Goldman Sachs Invests $75M In Contextual Advertising Technology Company GumGum - Benzinga
Goldman Sachs Invests $75M In Contextual Advertising Technology Company GumGum  Benzinga

2 3 Ways to Earn Money with Advertising - BBN Times
2 3 Ways to Earn Money with Advertising  BBN Times

Saluki AdLab wins district at advertising competition for Tinder campaign - Daily Egyptian
Saluki AdLab wins district at advertising competition for Tinder campaign  Daily Egyptian

LTN Global Creates Universal Signaling Solution for National Linear Addressable TV Advertising - Sports Video Group
LTN Global Creates Universal Signaling Solution for National Linear Addressable TV Advertising  Sports Video Group

Worldwide Digital OOH Advertising Industry to 2026 - Key Players Include Clear Channel Outdoor Holdings., Global Media & JCDecaux Among Others - GlobeNewswire
Worldwide Digital OOH Advertising Industry to 2026 - Key Players Include Clear Channel Outdoor Holdings., Global Media & JCDecaux Among Others  GlobeNewswire

Hebron named Director of Advertising for Amplified Rapid City and Rapid City Journal - Rapid City Journal
Hebron named Director of Advertising for Amplified Rapid City and Rapid City Journal  Rapid City Journal

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork - AdExchanger
The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork  AdExchanger

Car advertising process evolves with pandemic - Automotive News
Car advertising process evolves with pandemic  Automotive News

eMarketer Podcast: Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids - eMarketer
eMarketer Podcast: Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids  eMarketer

Outlook on the Digital OOH Advertising Global Market to 2026 - by Format Type, Application, End-user and Region - ResearchAndMarkets.com - Yahoo Finance
Outlook on the Digital OOH Advertising Global Market to 2026 - by Format Type, Application, End-user and Region - ResearchAndMarkets.com  Yahoo Finance

We Mail America.com Launches, Delivering Comprehensive and Data-Driven Advertising Solutions - MarTech Series
We Mail America.com Launches, Delivering Comprehensive and Data-Driven Advertising Solutions  MarTech Series

Location-Based Mobile Advertising: A Guide for Restaurants - Modern Restaurant Management
Location-Based Mobile Advertising: A Guide for Restaurants  Modern Restaurant Management

Surveys Show Pandemic Burnout Hitting TV Journalists and Advertising - PR News - For Smart Communicators
Surveys Show Pandemic Burnout Hitting TV Journalists and Advertising  PR News - For Smart Communicators

Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy - Telecompetitor
Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy  Telecompetitor

Tahar Rahim Stars in His First Louis Vuitton Advertising Campaign - WWD
Tahar Rahim Stars in His First Louis Vuitton Advertising Campaign  WWD

Kai Schoene from Film making and video designing to advertising - The Jerusalem Post
Kai Schoene from Film making and video designing to advertising  The Jerusalem Post

New wooden satellite is part advertising, part student project - Ars Technica
New wooden satellite is part advertising, part student project  Ars Technica

Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking... - MacRumors
Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking...  MacRumors

Understanding Federal Regulations Governing CBD Advertising - Benzinga
Understanding Federal Regulations Governing CBD Advertising  Benzinga

Roku Adds New Partners to Boost TV Advertising Analytics - AiThority
Roku Adds New Partners to Boost TV Advertising Analytics  AiThority

County updates health director job description, will advertise for position - Salisbury Post - Salisbury Post
County updates health director job description, will advertise for position - Salisbury Post  Salisbury Post

Coachella Valley's Biggest Advertising Agency Is a Force to Be Reckoned With - Locale Magazine
Coachella Valley's Biggest Advertising Agency Is a Force to Be Reckoned With  Locale Magazine

Ad industry expected to make a major COVID comeback - Axios
Ad industry expected to make a major COVID comeback  Axios

American Advertising Federation Space Coast Honors Tessa Abel With 2021 Bill Hill Scholarship Award - SpaceCoastDaily.com
American Advertising Federation Space Coast Honors Tessa Abel With 2021 Bill Hill Scholarship Award  SpaceCoastDaily.com

Massachusetts Joins the Digital Advertising Tax Wave - Lexology
Massachusetts Joins the Digital Advertising Tax Wave  Lexology

Global Digital Advertising Market to Witness a Pronounce Growth During 2026| IAC, Twitter, Tencent, AOL, Amazon, Pandora, LinkedIn, SINA, Yelp and more – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Digital Advertising Market to Witness a Pronounce Growth During 2026| IAC, Twitter, Tencent, AOL, Amazon, Pandora, LinkedIn, SINA, Yelp and more – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Half of all advertising dollars now spent online - Newsroom
Half of all advertising dollars now spent online  Newsroom

Regulators crack down on illegal advertising - SHINE News - SHINE
Regulators crack down on illegal advertising - SHINE News  SHINE

Letter: Don't be fooled by advertising - The Columbian
Letter: Don't be fooled by advertising  The Columbian

Chrome users, see if Google is tracking you with new targeted advertising - Mashable
Chrome users, see if Google is tracking you with new targeted advertising  Mashable

IAB's Randy Rothenberg, Author Tim Hwang, Spar Over Privacy And Digital Advertising - AdExchanger
IAB's Randy Rothenberg, Author Tim Hwang, Spar Over Privacy And Digital Advertising  AdExchanger

In-app Advertising Market Research Report Analysis, Industry Size and Growth 2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
In-app Advertising Market Research Report Analysis, Industry Size and Growth 2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Cross Platform and Mobile Advertising Market Size, Demand, Growth, Trends, Segmentation and Forecasts Research to 2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Cross Platform and Mobile Advertising Market Size, Demand, Growth, Trends, Segmentation and Forecasts Research to 2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Ex-Advertising Agency Executives Launch a Minority-Owned Cannabis & Spirits Platform - Ganjapreneur
Ex-Advertising Agency Executives Launch a Minority-Owned Cannabis & Spirits Platform  Ganjapreneur

UK Advertising Standard’s Authority and Social Media Influencers - The National Law Review
UK Advertising Standard’s Authority and Social Media Influencers  The National Law Review

Global Newspaper Advertising Market Procurement Intelligence Report with COVID-19 Impact Analysis | Global Market Forecasts, Analysis 2021-2025 | SpendEdge - Yahoo Finance
Global Newspaper Advertising Market Procurement Intelligence Report with COVID-19 Impact Analysis | Global Market Forecasts, Analysis 2021-2025 | SpendEdge  Yahoo Finance

Irdai notifies regulations on advertising rules for insurance companies - Mint
Irdai notifies regulations on advertising rules for insurance companies  Mint

Buying Weed Means a Consumer Has More Money, Is Good Advertising Target - Bloomberg
Buying Weed Means a Consumer Has More Money, Is Good Advertising Target  Bloomberg

Travel Advertising Market By Top Key Players – BCF, Accord, MMGY, DANA, DCI ,Digitalcoconut, Sagittarius , VERB, OnlyTravel, RadonicRodgers Strategy – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Travel Advertising Market By Top Key Players – BCF, Accord, MMGY, DANA, DCI ,Digitalcoconut, Sagittarius , VERB, OnlyTravel, RadonicRodgers Strategy – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Should You Be Excited About Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) 20% Return On Equity? - Simply Wall St
Should You Be Excited About Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) 20% Return On Equity?  Simply Wall St

Judge orders Charter to pay $19M to Windstream in false advertising suit - FierceTelecom
Judge orders Charter to pay $19M to Windstream in false advertising suit  FierceTelecom

Misleading advertising: consumer buys a 'green' product and it turns out to be a paper-covered plastic bottle - Entrepreneur
Misleading advertising: consumer buys a 'green' product and it turns out to be a paper-covered plastic bottle  Entrepreneur

Digital Video Advertising Market Future Demand, Recent Trends, Business Opportunities by 2025|Cheil UK, Courage Media – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Video Advertising Market Future Demand, Recent Trends, Business Opportunities by 2025|Cheil UK, Courage Media – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Three Reasons Why ‘Sneaky Sexism’ Still Exists In Advertising - Forbes
Three Reasons Why ‘Sneaky Sexism’ Still Exists In Advertising  Forbes

BBB National Programs Adds FTC Veteran Mamie Kresses as Vice President, Children's Advertising Review Unit (CARU) - PRNewswire
BBB National Programs Adds FTC Veteran Mamie Kresses as Vice President, Children's Advertising Review Unit (CARU)  PRNewswire

Judge Connolly Denies Defendant’s Motion For Summary Judgment On Plaintiff’s False Advertising Claims Under The Lanham Act And Delaware Deceptive Trade Practices Act - JD Supra
Judge Connolly Denies Defendant’s Motion For Summary Judgment On Plaintiff’s False Advertising Claims Under The Lanham Act And Delaware Deceptive Trade Practices Act  JD Supra

Advertising Agency Billing Software Market Share, Trends, Growth, Sales, Demand, Revenue, Size, Forecast and COVID-19 Impacts to 2014-2027 - The Courier
Advertising Agency Billing Software Market Share, Trends, Growth, Sales, Demand, Revenue, Size, Forecast and COVID-19 Impacts to 2014-2027  The Courier

Indian Advertising Market Scope, Share, Key Driver, Key Players, Analysis and Forecast 2021-2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Indian Advertising Market Scope, Share, Key Driver, Key Players, Analysis and Forecast 2021-2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Google’s “Project Bernanke” Favors Google Over Other Advertisers - Search Engine Journal
Google’s “Project Bernanke” Favors Google Over Other Advertisers  Search Engine Journal

Pure Michigan Regional Advertising Campaign Launches For Spring And Summer - WSGW
Pure Michigan Regional Advertising Campaign Launches For Spring And Summer  WSGW

Facebook blocks Jewish prayer ad calling it 'political advertising' - The Jewish Voice
Facebook blocks Jewish prayer ad calling it 'political advertising'  The Jewish Voice

1.3 million Clubhouse users' data was reportedly leaked - Business Insider
1.3 million Clubhouse users' data was reportedly leaked  Business Insider

Proposed advertising tax gets resistance from eastern panhandle small business - WDVM 25
Proposed advertising tax gets resistance from eastern panhandle small business  WDVM 25

Zigma8: Iranian Creative Advertising Agency Wins Among International Rivals - Tehran Times
Zigma8: Iranian Creative Advertising Agency Wins Among International Rivals  Tehran Times

Advertising Authority Asks Apple to Stop Using the Term ‘Far Beyond HDR’ to Describe Its Pro Display XDR Color Range - Wccftech
Advertising Authority Asks Apple to Stop Using the Term ‘Far Beyond HDR’ to Describe Its Pro Display XDR Color Range  Wccftech

Location-based Search and Advertising Market Size, Status and Growth Outlook 2021-2025 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Location-based Search and Advertising Market Size, Status and Growth Outlook 2021-2025 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

In-Game Advertising Market COVID -19 Impact | Growth, Analysis, Opportunities and Forecast To 2027 by Growing Players: Motive Interative, RapidFire, Double Fusion, Engage Advertising, Giftgaming – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
In-Game Advertising Market COVID -19 Impact | Growth, Analysis, Opportunities and Forecast To 2027 by Growing Players: Motive Interative, RapidFire, Double Fusion, Engage Advertising, Giftgaming – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

iPhone's Next Software Update Aims to Give More Privacy Control - TIME
iPhone's Next Software Update Aims to Give More Privacy Control  TIME

Digital Marketing Logos - How Using Digital Advertising in Your Business Strategy Can Help You Maximise - Global Banking And Finance Review
Digital Marketing Logos - How Using Digital Advertising in Your Business Strategy Can Help You Maximise  Global Banking And Finance Review

Guangzhou market regulator fines Alibaba-backed UC Browser 2 million yuan for false advertising - Reuters
Guangzhou market regulator fines Alibaba-backed UC Browser 2 million yuan for false advertising  Reuters

Cannabis Creative Wins 2021 Internet Advertising Competition (IAC) Award for Best Advertising Online - PRNewswire
Cannabis Creative Wins 2021 Internet Advertising Competition (IAC) Award for Best Advertising Online  PRNewswire

Maryland’s New Tax – The Nation's First State Tax on Digital Advertising - JD Supra
Maryland’s New Tax – The Nation's First State Tax on Digital Advertising  JD Supra

Nearly $1M advertising campaign targets high-risk Milwaukeeans averse to Covid-19 vaccine - Milwaukee Business Journal - Milwaukee Business Journal
Nearly $1M advertising campaign targets high-risk Milwaukeeans averse to Covid-19 vaccine - Milwaukee Business Journal  Milwaukee Business Journal

LeadsRx Announces the Compatibility of Their Multi-Touch Attribution Solution With Triton Digital's Podcast and Advertising Solutions - Big News Network
LeadsRx Announces the Compatibility of Their Multi-Touch Attribution Solution With Triton Digital's Podcast and Advertising Solutions  Big News Network

Advertising Agency Billing Software Market 2020 Growth, Industry Trends, Sales Revenue, Size by Regional Forecast to 2027 | Asana, Monday, Freshbooks, Adplugg, Shortlist, Adscale – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Agency Billing Software Market 2020 Growth, Industry Trends, Sales Revenue, Size by Regional Forecast to 2027 | Asana, Monday, Freshbooks, Adplugg, Shortlist, Adscale – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Study.com names Texas State's advertising degree among best in nation – Corridor News - San Marcos Corridor News
Study.com names Texas State's advertising degree among best in nation – Corridor News  San Marcos Corridor News

Pattison Media Ltd. Introduces Dynamic Ad Insertion – DAI – Enhancing Value to Advertisers - Yahoo Finance
Pattison Media Ltd. Introduces Dynamic Ad Insertion – DAI – Enhancing Value to Advertisers  Yahoo Finance

What Search Marketers Need to Know About Instacart Advertising - Search Engine Journal
What Search Marketers Need to Know About Instacart Advertising  Search Engine Journal

Digital Advertising Management Platform Market Size, Share And Technology Forecast To 2027 – SoccerNurds - SoccerNurds
Digital Advertising Management Platform Market Size, Share And Technology Forecast To 2027 – SoccerNurds  SoccerNurds

Microsoft Advertising's New Rollout & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Rollout & More Digital Marketing News  Search Engine Journal

Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know - Search Engine Journal
Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon - The Wall Street Journal
How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon  The Wall Street Journal

The coming cookie changes will force some small publishers to give up on advertising altogether - Digiday
The coming cookie changes will force some small publishers to give up on advertising altogether  Digiday

US advertising employment increased by 2,200 jobs in March - AdAge.com
US advertising employment increased by 2,200 jobs in March  AdAge.com

With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions - The Wall Street Journal
With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions  The Wall Street Journal

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

Rise and Decline of Adobe's Advertising Business 2021 - Business Insider
Rise and Decline of Adobe's Advertising Business 2021  Business Insider

Is online advertising about to crash, just like the property market did in 2008? - The Guardian
Is online advertising about to crash, just like the property market did in 2008?  The Guardian

Telegram App Is Booming but Needs Advertisers—and $700 Million Soon - The Wall Street Journal
Telegram App Is Booming but Needs Advertisers—and $700 Million Soon  The Wall Street Journal

Google Answers Advertisers Burning Questions About FLoC - Search Engine Journal
Google Answers Advertisers Burning Questions About FLoC  Search Engine Journal

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

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