2017 is likely going to mark the first time ever that digital
advertising spend will surpass television.
“In 2017, digital
ads will bring in $202 billion—40% of all ad spending, according to industry
forecaster Magna. That compares with 36% for television.” – Barron’s. January 21, 2017.
As digital
advertising becomes an increasingly larger part of ad spend, it becomes clear
that those people making ad investment decisions are going to demand
better ways to measure the performance of their ads.
The implications for the
industry are significant. What tools are available for advertisers to best
measure the efficacy of their digital campaigns? And, in light of recent
headline news about hundred-million dollar ad fraud, how do advertisers make sure that
their tools for measurement aren’t incentivizing others to game the
system?
It's hard to imagine that as more and more marketing dollars get allocated to the digital space that the ability to measure how successful these ads are doesn't start to become one of - if not the - most significant decisions for those controlling the budget. As this space continues to grow, it seems publishers will start to prioritize those channels that are most measurable, whether or not they are the most effective.
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