Short-Term Versus Long-Term Profitability [REPORT]

The leadership challenge of balancing short- and long-term business pressures, and doing so in an ethical way in which both a company and its stakeholders can thrive, is a challenge that is well-known to all business leaders.To explore how reaching short-term and long-term business goals affect revenue strategies of online media publishers and their advertising goals, the IAB Automation Committee recruited a Working Group to develop a best practice guide that addresses how overall consumer experience suffers at the hands of short-term decision-making at the expense of long-term lifetime customer value. This document explores the strategies, metrics, and tactics that matter most when it comes to driving both short-term value and long-term success.

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