Retailers shift their ad spending from TV, radio and print ads to digital ads.
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“If you have someone who has run paid search before, you have someone who can point out when a vendor may be on the wrong track, for instance,” he says. “And you have a failsafe, someone who can take over the reins if there are problems with a vendor. We’re seeing more clients that have someone in house with a fair amount of familiarity with paid search.”