What we have identified in past few years that change is everywhere & constant, advertising has never been so complicated…and yet so ill prepared for the future (tech, data, automation). Exchanges are likely to tremendously transform the digital advertising & media world data is the talk of the digital panaflex; with all these facts the value of data is still quite unclear. However digital is not 100% relying on internet …despite it is evolving as a medium.
** Digital advertising more complex than ever and the options more diverse
Estimated (4.5 trillion) online ads served annually = 2,000 ads per person per month
Online is best able to measure but the hardest to measure. More than half of interactive marketers 51% interviewed by Forrester say that measuring ROI is their key challenge with display ads. Despite some temporary weakness the exchanges are still the most significant change to advertising since Google revolutionized on-line advertising by solving the two-sided value proposition equation.