By Chris Copeland

Twenty years ago this spring I started in this business. We called it Online Advertising, eventually it would become Search Engine Marketing, but we might as well have called it Brand Oxygen.

I spent more than a decade helping brands build a digital presence via search. What was easy to value about search was the clear, down-the-funnel return that brands could realize. What was really happening, and what seems even more relevant today, was the empowerment of consumers. Instead of passively accepting advertising based on what was on television or the segment of the population that they could be classified in, Read full story ›

Source: The Drum