October 27, 1994. The web gives birth to banner ads. The first 468×60 banner ad goes up on a website and the user is encouraged to click on it. Fast forward to 2016 (insert a trippy sound effect). It’s the week after the US presidential election. Buster, the boxer dog, jumping on a trampoline garners 137.2 million views in its first week. This is where and how digital advertising is now.
For years, click advertising was a proxy for success in the digital media. It was. The world wide web, now, is more than an information hoarder. It has evolved into an experience generator. It started mirroring its end-user. Constantly changing. Always engaging. Never boring. Marketers who embraced this change s
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