IAB chief: Content quality trumps ad blocking

Geoffrey Precourt

Digital marketers can boast about the industry's year-on-year growth: figures from Warc show that total US internet adspend in 2014 was $49.5 billion, up 15.6% from 2013. Mobile revenues in America also came in at $12.5 billion last year – a 75.8% rise from 2013, and a total representing 44% of worldwide mobile ad expenditure in 2014.

When the books finally close for 2015, Warc predicts annual growth in US internet adspend of 15.7% to a record total of $57.2 billion, with mobile's dollar share standing at approximately $18.5 billion.

So the numbers in digital marketing remain dazzling. But industries that are so disruptive – that, in fact, seemingly come out of nowhere and take on massive influence (and market share) – are bound to be beset by operational chaos.