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What 2019 holds for the advertising industry by Imad Jomaa

Imad Jomaa is the founder and president of JGROUP.

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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