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The State Of Digital Ad Measurement
The ad spending figures continue to climb for total ad spending and digital ad spending. According to eMarketer, ad investments the U.S. alone will see an average annual growth rate of over 5%, reaching $180 billion in 2018. These numbers tell the significance of getting it right in advertising.
The face of advertising has morphed into diverse, often fragmented practices that offer both promises and challenges. Ad targeting and media planning are advancing with innovations on re-targeting, near-distance targeting, statistical ID targeting, serving on a plethora of devices and formats. Accordingly, it requires continuous adaptation in ad measurement methodologies to answer the ROI question for ad spending.