Instead of online advertising through ad agencies, more brands are using digital marketing to target to their customers directly. This shift has lead to a 44% growth in digital marketing (or “martech”) spending in the United States and Britain combined last year, leading to a total near $100 billion being spent worldwide.
“Marketers are seeking to build in-house strength and are set to spend more on martech to remain competitive,” study author Damian Ryan says. Combined with concerns over brand safety, marketers are continuing to look for new ways to gain control over how they target their audiences. (Reuters, 9.23.18)