Best Practices for Online Advertising in Retail

Retailers aren't newbies when it comes to acting as publishers in advertising, but their reluctance to embrace it in its current state persists. While shopping for a specific printer on a large electronics retailer’s site, I was distracted by an ad for the same printer, but from a competing retailer. It was a perfectly targeted ad, but a total failure for the original retailer. Most retailers will tell you they don't appreciate it when competitors’ ads show up on their pages.