Big Advertisers Pause Digital Spend

Digital advertising has eclipsed TV in spending. But recently, big advertisers have put a halt to their digital spending, demanding greater accountability from Google and more. According to Forrester, this could be “the end of advertising as we know it.” Big spenders, like Proctor & Gamble Co., have had enough with problems like low clickthrough rates, poor ad placements and rising ad blocking. James McQuivey, a lead analyst at Forrester, believes advertisers will re-invest some of the allotted digital money in emerging alternatives and will take time to refresh their strategies. (AdAge, 5.2.17