...something of value in return for heeding ads, whether that 'something' is pure entertainment, a relevant message or access to learning something new.
Says Yahoo Europe's vp of marketing Kristof Fahy: "Consumers are overwhelmed with the constant flow of information they receive on a daily basis."
"So businesses need to convince them of the relevance of their messages in order to gain their attention. This means that on line marketers need to think hard how to better target and engage with their time-poor audiences."
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