Report: Billions In “Co-Op Advertising” Funds Left Unspent Each Year

by Greg Sterling
Ask digital agencies and marketers about “co-op advertising” and many of them have only a vague idea of what that is. Co-op advertising at the most basic level is a brand or manufacturer sharing (or subsidy) of local retailer, vendor or dealer advertising costs. This represents a pool of money in the US that some have estimated to be in excess of $50 billion annually — much o ...Read the full article