The future of advertising in part depends on the world’s pace in technological advancement. In order to keep up with the times, agencies and brands need to be up-to-date on what is relevant, and the means to stay relevant, in order to reach their audiences in an effective manner.
eMarketer, a market research company, estimates that a majority of ads will be bought via automated channels. This will be done through a method called programmatic advertising, which uses specific software to purchase digital advertising. With advertisers’ main goal being effectiveness of a campaign and its efficiency, not everything can be done with programmatic means; storytelling as well as a brand’s value will
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