8July 2020Digital Advertising and The Comeback of Relationship MarketingBy Michael Kaushansky, Chief Data Officer, Havas USIN MY OPINIONDigital advertising is everywhere. There's so much of it and more than 50 percent of it is never seen, according to the IAB. $7.2B of digital advertising is fraud according to the ANA and with the recent YouTube brand safety debacle, how do you gauge what to trust and what not? All this starts with the fact that simply targeting actual people doesn't generate enough impressions. After all, in the US we have a reported 125M households and 250MM "targetable" consumers, which is not nearly enough to justify the billions of impressions digital advertising exhumes with a double digit CAGR. So is it the end of digital advertising as we know it? Forrester claims so in their latest research report.
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