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A reality check for online advertising
Internet advertising has recaptured the imagination of marketers.Yet recent McKinsey research finds that supply bottlenecks could limit the pace of online ad growth and drive prices higher. Moreover, a dearth of ad agencies that can manage both traditional and digital campaigns could further slow the shift in spending to online ads.Over time, inventory levels will increase, and marketers will be able to shift larger portions of their budgets online. Until then, marketers will have to manage a broad and rapidly changing array of media vehicles.
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