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Targeting, viewability, brand safety and invalid traffic: Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary Whiteside, 2016. Another element, which is affected within digital marketing, is ‘viewabilty’ or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non premium sites are more so the problem Whiteside, 2016. Another disadvantage is that even an individual or small group of people can harm image of an established brand. For instance Dopplegnager is a term that is used to disapprove an image about a certain brand that is spread by anti brand activists, bloggers, and opinion leaders. The word Doppelganger is a combination of two German words Doppel double and Ganger walker, thus it means double walker or as in English it is said alter ego. SEO Fifteen years ago, local or regional brick and mortar retail was pretty much the only place to consider if you wanted to sell a product and the only question was whether you would sell it in your own store B2C or in someone else’s B2B. People who are business owners are certainly those who can, in the long run, reap a lot of rewards, benefits and advantages. You might also know, however, that the work which lies before you is in no way easy, as running a business today in the fierce world of competition needs hard work, talent and dedication. It is good to know that there are a lot of ways through which you can get help and aid in achieving growth for your business, one of which is through hiring the services of a company that offers digital marketing. One who is able to find the best company that offers digital marketing services, then, will certainly be able to enjoy benefits and advantages which are truly wonderful. If you are struggling to increase website traffic and conversions, meeting unrealistic KPIs, or increasing online sales. there are solutions. You can spend days using search engines to research what your problem might be and hope to get it right, or you can get the inside knowledge of over 15 years of digital strategy, coaching and troubleshooting. Let Digital Marketing Fuel help you increase your traffic and conversions. We are not a typical agency, we work with digital marketers that need a boost in their key performance indicators. In as little as an hour we can help you understand what you can do to solve your SEO, technical, and digital strategy questions.

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Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns.