Most online advertising still doesn't start conversations; on digital communications.(Digital)

Advertising Age, March, 2008 by Rubel, Steve

Byline: Steve Rubel

On the internet today, asking for feedback is in.

The media already are onboard. Virtually all journalists solicit feedback by listing their e-mail addresses next to their bylines. Some go even further by overtly asking for help with their stories.

Companies, too, are slowly transitioning their communication strategies toward more open, collaborative programs. They are actively trolling social networks and forums in search of insights. Some, but not yet many, are engaging stakeholders directly through venues such as blogs.

But what about online advertising? For now, display and search ads both remain unidirectional paradigms. However, there are some early signs that they may also start to open up to feedback....

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