he massive increase in digital marketing news coverage in the mainstream media indicates digital marketing continues to painfully mature. The Wall Street Journal dedicated an entire section in their print edition this week titled “The Web’s Perilous Paths For Brands”.
Suzanne Vranica’s headline in this Special Report section of the Journal was especially poignant. “Advertisers are increasingly wary of objectionable content and fraudulent traffic, as they seek their goal: the attention of audiences who will buy their products”
Everyone knows their Next New Customer is spending more and more time online so digital advertising continues to explode lead by programmatic ad buying. The digital duopoly of Facebook and Google collect an incredible amount of metadata including browsing preferences, shopping habits and demographics that they let advertisers use to “target” their Next New Customer on their far-flung ad networks. Programmatic ad buying is promoted to be more cost effective than purchasing individual ads on well-know sites.