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How to Know if Direct Mail Will Work for Your Business


Here's a great lesson that applies to direct mail. Ready? Some people say one thing and do the opposite.

In other words ...

One shouldn't pay attention to what people say they'll do as much as what they actually DO.

For example, it seems most readers of the National Enquirer don't want to admit they read it. Just ask people, "You read that tabloid stuff?"

"No way! Not me."

Maybe they're afraid of looking silly to others? Maybe their embarrassed to admit buying a paper with headlines like, "Brad Runs To Jen As Angelina Lays Down The Law."

Perhaps they fear people will think they're too shallow? Un-sophisticated?

Doesn't matter.

What matters to the National Enquirer, of course, is that millions of readers each week buy it. Whether folks admit to reading tabloids or not there are a whole lot of those papers being sold. So the old rule applies? Don't pay attention to what people SAY they do as much as what they DO.

What's this got to do with direct mail?

Plenty.

If anyone should LOVE direct mail it would be a magazine editor. Direct mail is used to sell millions of magazine subscriptions each year.

But check out what William Baldwin - - editor of Forbes magazine - - wrote in the July 4th 2005 issue:

"The junk mail industry, says Chana Schoenberger in the story beginning on page 90, is giving a new lease on life to Xerox. This firm sells a $500,000 color printer ideal for customized advertising circulars.

Junk is a lucrative sector of the ad business, with a $51 billion annual volume that dwarfs the outlays for magazine advertising. Lucrative, and wasteful. I don't know if the catalogs I get from Land's End cost more to make than the shirts, but surely they weigh more.

Between printing and mailing it costs at least half a buck to send a first-class pitch to someone. If 90% of the recipients chuck the envelope unopened into a wastebasket, then the pitchman is spending $5 just to get one advertisement read. Isn't there a better way of getting people's attention? ?"

Now? please ignore the fact Mr. Baldwin writes this even as he gets a Land's End catalog in the mail.

This means, of course, that either he, or his wife probably bought something from it. Which is why he continues getting a Land's End catalog in the mail regularly.

Also ignore the fact that direct mail sales letters have been used to launch prominent magazine-publishing empires over the years.

Mr. Baldwin says direct mail is lucrative (for the "junk mail industry") yet wasteful (for those using it) at the same time. Am I missing something here? Doesn't he know much advertising is "wasteful", and direct mail sellers only mail things out over and over again because it's profitable?

How many advertising dollars are spent (and wasted) targeting people who won't buy because they're not the right audience for the sales pitch? How much ad money is wasted paying for commercials on T.V. nobody watches?

Direct Mail is Targeted Marketing

There's no better? or more cost efficient way? of reaching those most interested (and most likely to buy) your product or service than direct mail. And after you reach the person most likely to buy you're able to hit all their emotional hot buttons. Give them all the reasons they should buy from you. Tell them your story. Person-to-person.

Is there any waste? Sure there is.

People live busy lives. Even if your sales pitch reaches the right person it may not reach them at the right moment in time.

They might not have time to read it today. Or this week. They might not be ready to buy again. Your pitch might end up in the trash before it even gets read.

Overall ... doesn't matter. Know why?

Because if you've mailed correctly a certain percentage of prospects are going to read your pitch. They're going to respond they way you want them to.

They're going to buy ... or call for more information ... or send for the free sample. You're going to be offering people something they want. Maybe even something that makes their life easier. Or helps them out in some way. Or lets them be more productive. Or enhances their quality of life somehow.

So how do you know if direct mail is good for you?

Well ? despite everything you may have read about response rates ? the test is simple.

First thing though ... forget about the fact everyone says they don't like getting "junk" mail. The majority of people who get lots of "junk" mail (and say they don't like it) get on mailing lists after buying something through the mail.

Now ?

Determine beforehand if a mailing can make money on paper ... then do a live test mailing. If, for example, you get a 16% response rate but your overall mailing costs exceed your net profits then your mailing is a failure.

Bottom line ? if your net profits from a direct mail campaign are a lot higher than your costs to do the mailing then you've got a winner.

Some direct mail companies run successful advertising campaigns with less than a 1% response rate. They mail millions of ad pieces. But their mailing costs are low relative to their huge profits - - even with low response rates.

Response rates aren't nearly as important as actual profit margins.

Small businesses usually can't keep mailing costs extremely low. If you don't mail tens-of-thousands of pieces you won't be able to get letters and envelopes printed in bulk for pennies-a-piece. Don't let that bother you.

If the numbers work ? and your product or service is priced right ? then maybe only a few orders out of every 100 sales letters will make money.

So what are you waiting for?

Sit down. Work the numbers. Do a test mailing.

I bet if you think about it hard enough you'll be able to figure out a way to make direct mail work for you. If you need some help contact me. And don't worry about what people say. Pay attention to what they do.

Joe Farinaccio is a direct-response copywriter. Joe specializes in writing sales letters and direct mail packages for small businesses. To learn how you can do direct marketing for your business, or get help with your sales letters and direct mail packages visit his website at http://www.sales-letters-and-marketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. May / 21 / 2022

US senators target Big Tech's digital advertising machine with new legislation - CNN
  1. US senators target Big Tech's digital advertising machine with new legislation  CNN
  2. Google antitrust: Bipartisan Congress bill just latest in tech firm legal troubles over advertising practices  Fox Business
  3. New legislation aimed at online advertising exchanges will hit most of big tech - including Apple  AppleInsider
  4. Lee Introduces Digital Advertising Act  United States Senator Mike Lee
  5. New bipartisan bill would force Google to break up its ad business  CNBC
  6. View Full Coverage on Google News

Protecting Depositors by Enforcing Proper Advertising of FDIC Insurance - JD Supra
Protecting Depositors by Enforcing Proper Advertising of FDIC Insurance  JD Supra

McDonald’s among burger joints sued for false advertising - NewsNation Now
McDonald’s among burger joints sued for false advertising  NewsNation Now

FTC to Hold Virtual Event on Protecting Kids from Stealth Advertising in Digital Media - Federal Trade Commission News
FTC to Hold Virtual Event on Protecting Kids from Stealth Advertising in Digital Media  Federal Trade Commission News

2 Top Advertising Tech Stocks to Buy Right Now - The Motley Fool
2 Top Advertising Tech Stocks to Buy Right Now  The Motley Fool

2 Reasons Investors Should Pay Attention To FuboTV's Advertising Business - The Motley Fool
2 Reasons Investors Should Pay Attention To FuboTV's Advertising Business  The Motley Fool

Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising - Business Wire
Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising  Business Wire

What if Elon Musk ditches Twitter advertising? - Smartbrief
What if Elon Musk ditches Twitter advertising?  Smartbrief

AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising - Adweek
AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising  Adweek

Meet the Notable Leaders in Advertising, Marketing and PR - Crain's New York Business
Meet the Notable Leaders in Advertising, Marketing and PR  Crain's New York Business

Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media - Seattle Medium
Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media  Seattle Medium

2022 Advertising Upfronts: Four Fast Takeaways - Forbes
2022 Advertising Upfronts: Four Fast Takeaways  Forbes

What drug categories spend the most on advertising? Diabetes, psoriasis and arthritis top the list - Endpoints News
What drug categories spend the most on advertising? Diabetes, psoriasis and arthritis top the list  Endpoints News

Artful advertising from Out of Hand | | berkshireeagle.com - Berkshire Eagle
Artful advertising from Out of Hand | | berkshireeagle.com  Berkshire Eagle

6 Free Advertising Ideas for Your Small Business - The Motley Fool
6 Free Advertising Ideas for Your Small Business  The Motley Fool

What Programmatic Advertising Can Do for Businesses in 2022 - ReadWrite
What Programmatic Advertising Can Do for Businesses in 2022  ReadWrite

Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze - Chicago Tribune
Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze  Chicago Tribune

South Dakota Department of Tourism Announces Partnerships with Advertising Agencies - South Dakota State News Home
South Dakota Department of Tourism Announces Partnerships with Advertising Agencies  South Dakota State News Home

FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States - Mondaq
FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States  Mondaq

Why Marketers Are Returning to Traditional Advertising - HBR.org Daily
Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

Advertising Distribution System Market is Booming Worldwide with Kollective Technology, Aviwest SAS, AdSparx USA – The Daily Vale - The Daily Vale
Advertising Distribution System Market is Booming Worldwide with Kollective Technology, Aviwest SAS, AdSparx USA – The Daily Vale  The Daily Vale

Advertising on Netflix would boost its average revenue per user - Axios
Advertising on Netflix would boost its average revenue per user  Axios

What’s going on with Dislyte’s advertising? - App Trigger
What’s going on with Dislyte’s advertising?  App Trigger

ADVERTISING: Advertorial — Crystals for prosperity - Coeur d'Alene Press
ADVERTISING: Advertorial — Crystals for prosperity  Coeur d'Alene Press

Global Social Advertising Software Market 2022 by Keyplayers and Vendors: Twitter, AdRoll, Facebook, MediaMath, Marin Software, etc… – The Daily Vale - The Daily Vale
Global Social Advertising Software Market 2022 by Keyplayers and Vendors: Twitter, AdRoll, Facebook, MediaMath, Marin Software, etc… – The Daily Vale  The Daily Vale

Artificial Intelligence in Media and Advertising Market Report Covers Future Trends With Research 2022 to 2029 – IBM Corporation, Microsoft Corporation, Google Inc. – The Daily Vale - The Daily Vale
Artificial Intelligence in Media and Advertising Market Report Covers Future Trends With Research 2022 to 2029 – IBM Corporation, Microsoft Corporation, Google Inc. – The Daily Vale  The Daily Vale

Global Digital Advertising Platforms Market 2022 by Keyplayers and Vendors: Kenshoo, Adobe, Facebook, Twitter, LinkedIn, etc… – The Daily Vale - The Daily Vale
Global Digital Advertising Platforms Market 2022 by Keyplayers and Vendors: Kenshoo, Adobe, Facebook, Twitter, LinkedIn, etc… – The Daily Vale  The Daily Vale

Digital Video Advertising Market 2022 Development Status – Conversant LLC, Longtail Ad Solutions, Inc. – The Daily Vale - The Daily Vale
Digital Video Advertising Market 2022 Development Status – Conversant LLC, Longtail Ad Solutions, Inc. – The Daily Vale  The Daily Vale

The Science Behind Why Watches are Set to 10:10 in Advertising Photos - PetaPixel
The Science Behind Why Watches are Set to 10:10 in Advertising Photos  PetaPixel

Amazon Advertising Strategies for 2022 & Beyond - Jungle Scout
Amazon Advertising Strategies for 2022 & Beyond  Jungle Scout

In-game advertising experts question Microsoft and Sony's gaming advertising plans - Digiday
In-game advertising experts question Microsoft and Sony's gaming advertising plans  Digiday

Global Mobile Advertising Software Market 2022 by Keyplayers and Vendors: Marin Software, DoubleClick, Sizmek, Kenshoo, Choozle, etc… – The Daily Vale - The Daily Vale
Global Mobile Advertising Software Market 2022 by Keyplayers and Vendors: Marin Software, DoubleClick, Sizmek, Kenshoo, Choozle, etc… – The Daily Vale  The Daily Vale

Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report - World Health Organization
Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report  World Health Organization

Global Search Advertising Software Market 2022 by Keyplayers and Vendors: WordStream, AdWords, Kenshoo Infinity Suite, Marin Software, DoubleClick Digital Marketing, etc… – The Daily Vale - The Daily Vale
Global Search Advertising Software Market 2022 by Keyplayers and Vendors: WordStream, AdWords, Kenshoo Infinity Suite, Marin Software, DoubleClick Digital Marketing, etc… – The Daily Vale  The Daily Vale

Social Media Advertising for Furniture Manufacturers - Furniture Today
Social Media Advertising for Furniture Manufacturers  Furniture Today

Why advertising won the streaming wars - Fast Company
Why advertising won the streaming wars  Fast Company

Advertising Market 2022 Growth Status of Key Manufacturers – Beijing Bashi Media Co., Ltd, AVIC Culture Co. Ltd, Dentsu Inc, etc – The Daily Vale - The Daily Vale
Advertising Market 2022 Growth Status of Key Manufacturers – Beijing Bashi Media Co., Ltd, AVIC Culture Co. Ltd, Dentsu Inc, etc – The Daily Vale  The Daily Vale

Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com - Business Wire
Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com  Business Wire

CDLLife Summit: Improve your branding and advertising — Taking the Hire Road - FreightWaves
CDLLife Summit: Improve your branding and advertising — Taking the Hire Road  FreightWaves

Creating Discord: Decentralized Advertising On Gamers' Favorite Channel - The Drum
Creating Discord: Decentralized Advertising On Gamers' Favorite Channel  The Drum

Programmatic Advertising Platform Market by 2029 | DataXu, MediaMath, AOL Inc (Verizon Communications) – The Daily Vale - The Daily Vale
Programmatic Advertising Platform Market by 2029 | DataXu, MediaMath, AOL Inc (Verizon Communications) – The Daily Vale  The Daily Vale

Bumble User Resists Dismissal in Freemium Feature False Advertising Suit - Law Street Media
Bumble User Resists Dismissal in Freemium Feature False Advertising Suit  Law Street Media

Saatchi advertising agency agrees €366m takeover deal by larger rival - The Irish Times
Saatchi advertising agency agrees €366m takeover deal by larger rival  The Irish Times

Advertising: A Slow-Fast Evolution - Forbes
Advertising: A Slow-Fast Evolution  Forbes

Netherlands E-Cigarette Regulatory Report 2022: Product Restrictions, Labelling and Packaging Requirements, Taxation, Advertising and Public Usage Laws - ResearchAndMarkets.com - Yahoo Finance
Netherlands E-Cigarette Regulatory Report 2022: Product Restrictions, Labelling and Packaging Requirements, Taxation, Advertising and Public Usage Laws - ResearchAndMarkets.com  Yahoo Finance

Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream - MarTech Series
Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream  MarTech Series

Why we care about video advertising - MarTech
Why we care about video advertising  MarTech

How new EU rules could create a safer and more trustworthy online advertising ecosystem - AdAge.com
How new EU rules could create a safer and more trustworthy online advertising ecosystem  AdAge.com

Advertising settlement with Ford includes Mississippi - DeSoto County News
Advertising settlement with Ford includes Mississippi  DeSoto County News

Disney+ Is Open to Advertising, With a Few Big Exceptions - TheStreet
Disney+ Is Open to Advertising, With a Few Big Exceptions  TheStreet

Five on Friday: Advertising, Engaging and Gifting - Subscription Insider
Five on Friday: Advertising, Engaging and Gifting  Subscription Insider

Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills - Digiday
Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills  Digiday

Programmatic Job Advertising Software Market Projected to Show Strong Growth | Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale - The Daily Vale
Programmatic Job Advertising Software Market Projected to Show Strong Growth | Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale  The Daily Vale

How to Advertise on Facebook: A 2022 Guide - The Motley Fool
How to Advertise on Facebook: A 2022 Guide  The Motley Fool

US Podcast Advertising Revenue Hits $1.4 Billion in 2021 - IAB
US Podcast Advertising Revenue Hits $1.4 Billion in 2021  IAB

Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers - The Wall Street Journal
Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers  The Wall Street Journal

Symetra Once Again Teams Up with Sue Bird on New TV Advertising - Business Wire
Symetra Once Again Teams Up with Sue Bird on New TV Advertising  Business Wire

Uh Oh: Marriott Launches New Advertising Platform - One Mile at a Time
Uh Oh: Marriott Launches New Advertising Platform  One Mile at a Time

Google Shares Sneak Peek At New Advertising Features - Search Engine Journal
Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

TheoremOne, Digital Advertising and Marketing Services Firm S4Capital Merge - ChannelE2E
TheoremOne, Digital Advertising and Marketing Services Firm S4Capital Merge  ChannelE2E

Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency - Business Insider
Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency  Business Insider

Lamar Advertising raises dividend by 9% to $1.20/share (NASDAQ:LAMR) - Seeking Alpha
Lamar Advertising raises dividend by 9% to $1.20/share (NASDAQ:LAMR)  Seeking Alpha

4 Tips to Send the Right Message With Digital Signage Advertising - Software Advice
4 Tips to Send the Right Message With Digital Signage Advertising  Software Advice

The FTC looks to crack down on influencers and platforms over 'fake and manipulated reviews' - PC Gamer
The FTC looks to crack down on influencers and platforms over 'fake and manipulated reviews'  PC Gamer

Global Contextual Advertising Markets Report 2022: Market to Surpass $335+ Billion by 2026 - Cookie Phase-Out Diverts Attention to Contextual Advertising - PR Newswire
Global Contextual Advertising Markets Report 2022: Market to Surpass $335+ Billion by 2026 - Cookie Phase-Out Diverts Attention to Contextual Advertising  PR Newswire

Why Advertising Needs Mothering - Muse by Clio
Why Advertising Needs Mothering  Muse by Clio

Spotify adds incremental reach to radio, TV, and digital platforms - Spotify
Spotify adds incremental reach to radio, TV, and digital platforms  Spotify

'Hit a wall': Why TV advertising's measurement currency change won't happen in this year's upfront cycle - Digiday
'Hit a wall': Why TV advertising's measurement currency change won't happen in this year's upfront cycle  Digiday

What social media advertising tells us about inflation - Marketplace
What social media advertising tells us about inflation  Marketplace

David Droga changed advertising. Now he wants to kill it. - Fast Company
David Droga changed advertising. Now he wants to kill it.  Fast Company

Companies Try to Sell Videogaming as the Next Big Advertising Channel - The Wall Street Journal
Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

Programmatic Job Advertising Software Market 2028 Key Players, Latest Developments, Trending News and All Future Plans: Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale - The Daily Vale
Programmatic Job Advertising Software Market 2028 Key Players, Latest Developments, Trending News and All Future Plans: Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale  The Daily Vale

Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life - The New York Times
Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life  The New York Times

Google Topics Resembles Contextual Advertising - Practical Ecommerce
Google Topics Resembles Contextual Advertising  Practical Ecommerce

BYRON ALLEN'S ALLEN MEDIA GROUP HIRES FORMER WARNER MEDIA EXECUTIVE ROSEANN CACCIOLA AS EXECUTIVE VICE PRESIDENT OF ADVERTISING SALES FOR GLOBAL SYNDICATION - Yahoo Finance
BYRON ALLEN'S ALLEN MEDIA GROUP HIRES FORMER WARNER MEDIA EXECUTIVE ROSEANN CACCIOLA AS EXECUTIVE VICE PRESIDENT OF ADVERTISING SALES FOR GLOBAL SYNDICATION  Yahoo Finance

Questions about digital advertising? – The Florida Bar - The Florida Bar
Questions about digital advertising? – The Florida Bar  The Florida Bar

Interactive Advertising Market 2022 Industrial Output, Leading Competitors – Shine, Deutsch, Butler, The Martin Agency, Ogilvy & Mather, Grey Advertising, etc – The Daily Vale - The Daily Vale
Interactive Advertising Market 2022 Industrial Output, Leading Competitors – Shine, Deutsch, Butler, The Martin Agency, Ogilvy & Mather, Grey Advertising, etc – The Daily Vale  The Daily Vale

TikTok launches ad solution aimed to court advertisers while pleasing creators - eMarketer
TikTok launches ad solution aimed to court advertisers while pleasing creators  eMarketer

TikTok introduces its first ad product to offer a revenue share with creators - TechCrunch
TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

Microsoft Advertising is rolling out Auto-generated remarketing lists and more - Search Engine Land
Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

Adgile Media Group Raises $5 Million Seed Round as Leading Tech-Enabled OOH Advertising Network - MarTech Series
Adgile Media Group Raises $5 Million Seed Round as Leading Tech-Enabled OOH Advertising Network  MarTech Series

It’s Been an Interesting Few Years in Cough-Drop Advertising - The New York Times
It’s Been an Interesting Few Years in Cough-Drop Advertising  The New York Times

All you need to know about Netflix’s advertising plans - Protocol
All you need to know about Netflix’s advertising plans  Protocol

Increase Cross-Channel Advertising Success With Data Clean Rooms - Adweek
Increase Cross-Channel Advertising Success With Data Clean Rooms  Adweek

The Big Story: Surveillance Advertising - AdExchanger
The Big Story: Surveillance Advertising  AdExchanger

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising - Digiday
'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

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Despite Huge Inventory Problems, Auto Advertising is Surprisingly Steady  MediaVillage

How Amazon Is Building Its Huge Advertising Business - Business Insider
How Amazon Is Building Its Huge Advertising Business  Business Insider

Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem. - The New York Times
Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem.  The New York Times

FTC Goes on Penalty Offense, Warns of Hefty Fines for Deceptive Advertising - Kattison Avenue | Issue 8 - JD Supra
FTC Goes on Penalty Offense, Warns of Hefty Fines for Deceptive Advertising - Kattison Avenue | Issue 8  JD Supra

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Contextual Advertising – Giving Publishers What They Need  The Drum

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Are pharma marketers finally moving away from traditional TV advertising? Yes, but it's a slow roll  Endpoints News

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Nigeria to earn $2bn advertising revenues in three years – Lai Mohammed  Punch Newspapers

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Dream hacking: Is this the dystopian future of advertising?  Big Think

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The Pitch: Advertising and marketing news for 4.26.22  RichmondBizSense

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Lamar Advertising Company acquires Burkhart Advertising  Greater Baton Rouge Business Report

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[Infographic] 2022 Guide to In-Game Advertising Trends  TheWiseMarketer.com

Netflix stands to make billions from ads—and other platforms will follow - Fortune
Netflix stands to make billions from ads—and other platforms will follow  Fortune

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Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency?  Hollywood Reporter

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