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Digital advertising has been around for over 20 years, but for marketers there are still a lot of unknowns. There’s a surfeit of metrics for analysing clicks and browsing behaviour which only serve up part of the picture. As investment increases, understanding the true value of digital advertising remains a key challenge for marketers as they attempt to evaluate the effectiveness of spend across multiple channels.

Definitions

Digital advertising consists of many different types of formats including digital display, mobile, social, video, gaming, viral, and search delivered via digital platforms.

Increasingly, traditional media is also becoming digitally-delivered and hence the audiences are more targetable: for example, TV has VOD, OOH has digital screens, radio is delivered online and via apps.