Advertising Wants to be Measurable – An Investment Thesis
Both Sides of the Table
FEBRUARY 21, 2010
When I started investing the US advertising market was $300 billion with only 10% of it ($30 billion) of it being online and measurable. My firm, GRP Partners, invested in the company that innovated this entire category – Overture (formerly known as GoTo.com). .&# The theory is simple: our attention is moving from search to stream.
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