New Study Says Global Spending on Digital Marketing Almost at 100 Billion
A new study from accountancy firm Moore Stephens says that global spending on digital marketing or “martech” is nearly around $100 billion.
In the US and UK, it has already risen by 44 percent to around $52 billion last year alone. Study author Damian Ryan, a partner at the firm, says that marketers are now looking to build in-house strength and are willing to spend more on martech, which can allow brands to directly target their consumers via social media, search engine optimization, or smart voice assistants.
It is said that instances when ads appear beside unsuitable content can endanger brand safety which may be frustrating marketers and prompting them to seek greater control over how their ads are targeted.