Thought Leadership​

It’s been a busy couple of months for digital advertising industry regulators, with new regulations taking effect around the US and new legislation popping up around the globe. What’s the latest, and how will it impact advertising and marketing professionals? Let’s dig in and find out:

A century has passed since marketing pioneer John Wanamaker coined the phrase: “half of the money I spend on advertising is wasted; the trouble is I don’t know which half.” Back then however, marketers did not possess the technological means to gain deep insight into market trends, consumer preferences and profiles, nor to acquire the precise measurements needed to optimise returns on individual advertising campaigns. It is only during the last decade that stores of consumer data and AI-powered “ad tech” have emerged as the solution to Wanamaker’s dilemma.

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.