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Ted Dhanik: Why Display Media Buying is a Complete Failure

Ted Dhanik, one of the leading experts on display media, talks specifically about the problems with media buying and why performance marketers and affiliates are failing almost all the time. He talks about the “impression curve” and how most media buyers are focusing on low CPMs with almost no results. Basically, most media buys will result in failure if you don’t know what is going on and use a tool that works.

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Murray Newlands

Murray Newlands is a reporter with PMI-TV. Before that he was an affiliate marketer in England, trying his hand at making money online. Now he interviews people who make money online for a living!

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  1. I have very low opinion of display media, even though I have not been a victim but a good number of my clients have used it and failed miserably. This interview here has however come as an eye opener.

  2. great video..
    Nice article. Good to see this…
    Thank You Very Much for posting this.. 🙂
    Keep up the great work, I’ve bookmarked for future reference.

  3. I do agree most of the media buyers are focusing on Low CPMs but I don’t know why they are doing as the results are none! Great thoughts to share thanx!

  4. To stand a chance media quality your marketing material has to be far above average, optimization skills/strategy top notch.

  5. Author do not give any details why media buying is not working, so in my opinion this is completly useless post.

  6. why would you go direct with websites when you can access 50% of their inventory through a DSP @ whatever price you choose? you can set frequency cap optimisation, above the fold only targeting, time of day etc etc etc.

    Tip – below the fold MPUs on Amazon convert a lot higher than above the fold becasue most users scroll down immediately to look a the reviews 🙂

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