The major digital media platforms—full of big gains, big hype and often a lack of transparency—have made the advertising universe a complicated, fragmented place. And with eMarketer predicting digital ad spending to swell to $77.4 billion in 2017, up 16 percent versus this year, it’s a domain that’s poised to evolve even more rapidly. We asked seven ad buyers—from three consumer brands and three agencies, plus one independent—to talk about what’s right and what’s wrong with a dozen platforms with which they do business.
“The definitions are different for YouTube, for Facebook, for Twitter, and that is really not user-friendly for any agency or for any brand to work across all of them for proper reporting,” says Liya Sharif, Qualcomm’s senior director, marketing.
