Hi:
IMO, and I am NO marketing expert, traditional advertising agencies
would want to work WITH DCLK, not compete against them.
A company says: "we want to market this product to 35-40 yr old
married women with an income of X+". The ad agency designs an ad
that, theoretically, appeals to those demographics. They then go to
DCLK to find out WHERE to put it so it will be seen by that group.
Traditionally, they would know what magazines and television shows
to run the ad. But information on demographic stratification of
web sites is new turf.
The neat part, as I understand it, is while anyone could theoretically
do the research to find out WHERE to put the ad, DCLK owns the space,
so they cannot be cut out of the picture entirely.
I haven't done a lot of research & my initial understanding of DCLK
may not be exact. But, I've done a little bit, which is equal to
my investment in the company. Information from those with a better
grasp of the facts is always welcome.
Regards,
Doug
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