Wikipedia tells us that the word “vanity” means an excessive belief in one’s own abilities or attractiveness to others. So that must mean the term “vanity tracking” describes People magazine, TMZ and Entertainment Weekly, right?
Not exactly. For those of us in the DRTV business, vanity tracking represents the Holy Grail — the sweet-spot nexus of offline advertising and online commerce.
The Internet is forcing every other media platform to replicate its high level of accountability in order to compete for advertising budgets.
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