chapter 9 : strategy 5

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5. Choose Advertising Partners Wisely

Most of the top retailers weave advertising through their ecommerce experiences. The best blend in the most relevant ads with the non-ad results.

"Most retailers can't do all this and rely on a third party to provide the ad business – a bolt-on piece – that's sometimes okay, sometimes extraordinarily disruptive."

Hoyne urges us to treat these interactions as sacred and valuable. Ads are reflective of a brand, and sometimes what's best for profitability isn't best for customer experience.

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