Dentists, dry cleaners and other local business owners want the same search and ad targeting platforms as national brands and retailers, but can’t reach that goal due to complicated systems and lack of technology.
The first stage becomes developing easy to use online display ad tools, allowing small businesses to access inventory and build creative pieces. AdReady and others already support these tools, Zagorski said. Then companies like eXelate will need to create to size targeting and modeling tools.
Big brands have begun to get it. Smaller companies will come next. It all trickles down.