The Rise of the Digital Omnivore: What It Means for Advertisers, Publishers, and App Developers
Gian Fulgoni
comScore, Inc.
INTRODUCTION
Marketing used to be so simple. In the not-too-distant past, when marketers had to decide how to best reach consumers, they were faced with just a few options. They could use one or more of the three television networks, run advertisements in newspapers and magazines, or rely on the U.S. Postal Service and direct mail. The advent of digital technologies, however, has made an advertiser’s life much more complicated. By the turn of the last decade, about 80 percent of the...