8March - April 2018In My OpinionBy Michael Kaushansky, Chief Data Officer, Havas USDIGITAL ADVERTISING AND THE COMEBACK OF RELATIONSHIPDigital 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 digitaladvertising as we know it? Forrester claims so in their latest research report.Not all brands, publishers and agencies are falling into the digital abyss. Brands are starting to rethink their communications approach. While brands want / need to grow and expand Michael Kaushansky
< Page 7 | Page 9 >