People hit the web looking for information.  The problem for the business owner is distributing the content. Advertising networks have the distribution but are kind of large and for big big brands.  The problem for me, the one who markets the communication strategy is choosing between branding awareness and actually consuming information, and hopefully a buy.  For me, the Online Media Buyer, the key is to how to split the media buy between the large ad networks, and getting to the “long tail” where greater interest and involvement lies.  I think with time and experience the Online Media Buyer gets to find effective solutions in the “long tail”.  Its the guilt in finding best solution and not knowing it to do the best for the client straight away.

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