An ever-changing industry
Evolving environments mean evolving strategies
When the first display ad was served 25 years ago, the digital landscape looked vastly different than it does today. Though that change brought with it a new age for marketers, they still relied on broad tactics to reach their audiences both on and offline. Advertisers ran broadcast television ads, relying on total reach and frequency numbers as benchmarks. Digital audience reach was measured solely by clicks. Lucky for us that world no longer exists.
Today, consumers spend more time engaging with media than ever before and the proliferation of channels and devices gives us more opportunity than ever to connect with these audiences.