The Evolution of Display Advertising: Adapt or Die

We are entering a new era where custom platforms like Facebook, Twitter, Pinterest and Instagram where issues with cookie-based information, bots, fraud, viewability and cross-device attribution all but disappear.

Display and search have been two of the biggest drivers of advertising spend for years, but still advertisers are struggling to achieve their business goals through them.

Brands can only advertise across websites that conform to standardized ad formats. Display advertising, a commodity media, is increasingly challenged by the lack of true user identity made available to marketers. Plus, digital display ad fraud has exploded over the past several years.

In a December 2014 study, “The Bot Baseline: Fraud in Digital Advertising,” the Association of National Advertisers and White Ops determined that fraud will cost digital advertisers worldwide $6.3

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