Digital advertising is now the leading form of advertising in most if not all OECD countries and offers businesses the ability to reach consumers in ways that could only have been imagined previously. Increased Internet coverage and mobile phone penetration have fundamentally changed the ability of advertisers to reach a broad range of consumers at almost any time of the day and in any context through digital advertising

In 1899, the Director of the US Patent Office confidently pronounced: “Everything that can be invented has been invented.” For a man embedded in a world of invention, you would hope Charles H. Durell to have shown more confidence in his people’s ability to create. As the course of history proves, we are far from the zenith of innovation.

Nowhere is this more applicable than in Digital Marketing.