• Ad spend on digital will outpace TV spend by 14%, and by 2020 that gap will widen to 45%. The reason that brands have finally embraced digital advertising is that better tools, strategies and standards for campaign measurement now allow them to understand their campaign’s impact much more effectively.
  • Thanks to advances in measurement and analytics, brand advertising in digital can and should look more like performance marketing than ever before.
  • Concerns around issues like viewability, audibility, fraud and transparency still exist in the digital world, but advances in measurement and verification are beginning to ease brand advertisers’ minds.

    Source: https://www.forbes.com/sites/forbesagencycouncil/2018/01/17/enhanced-digital-measurement-finally-lets-brand-advertisers-become-performance-marketers/#79aede2f6421