2019 Digital Trends: Advertising in Focus

Advertising has long been thought of as the glamorous, headline act within marketing as a whole. The digital age has brought opportunities for advertisers, but also high-profile challenges such as declining levels of consumer trust, a perceived lack of transparency in the progammatic ecosystem, and inconsistent measurement. Advertisisers are looking for ways to address these challenges while continuing to benefit from what remains a highly effective discipline for creating sustained brand engagement and sales.

This report explores attitudes to technology and innovation, including how advertisers risk losing the balance between creativity and measurement, and the challenge posed by walled gardens that restrict access to data.


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