Five issues setting the digital marketing agenda

Geoffrey Precourt
Warc

The digital advertising industry is about to hit a critical tipping point: "As our double-digit growth continues," Randall Rothenberg told a standing-room only audience at the Interactive Advertising Bureau's (IAB) 2014 Annual Leadership Meeting, "and as most other media segments hold their own or decline, we are likely to surpass broadcast advertising revenues within the next year or three."

The bottom line – or, to be more accurate, the top line – the IAB's president/ceo continued: "Growth is no longer this industry's challenge. Our challenge is the distribution of that growth – especially to the thousands of content developers who are striving to inform, educate and entertain this and the next generation of citizens and consumers."