Marketers adjust as digital ad spending surpasses traditional for first time

Looks at the steps marketers have taken to prepare for spending on digital advertising to finally surpass traditional ad spending for the first time.

To the surprise of virtually no one in marketing, it appears that 2019 will be the year when spending on digital advertising finally surpasses traditional ad spending for the first time, a development that eMarketer dubs "a major milestone in the world of advertising."It projects that total digital ad spending in the U.S. will grow 19 percent, to $129.3 billion, and account for more than 54 percent of estimated total U.S. ad spending this year. Perhaps more noteworthy is the strength of this trend, with digital ads forecast to surpass two-thirds of total U.S. media spending by 2023....

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