Over the past couple of years, programmatic, native advertising and content marketing have quickly evolved from the realm of prediction to ‘must buys’ in most marketers’ digital planning, alongside search and display spend. So what next for digital advertising?
The last year has seen a rise in discourse in two areas – ad blocking and video. Going forward, we can expect a sharper focus on these two areas, with them both driving innovation in very different ways. Furthermore, we’ll see significant developments in how both data and cross device attribution are used to boost ad campaign performance.
