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- 1. January 2020 Political Advertising in 2020 and The Role of Digital Media
- 2. 2 Meaningful connections for partners. Better experiences for people. BROADBAND ENTERPRISE DATA
- 3. 3 Today’s Presentation: Political Advertising in 2020 and The Expanding Role of Digital Media • Industry Trends • Political Adoption • Present Day Regulations • Digital Advertising in 2020: Rise of Online Video
- 4. 4 The Rise of Digital Advertising 2000 2004 2008 2012 2016 2020 $8.09 B $9.6 B $23.4 B $36.6 B $72.5 B $151.3 B Total US digital ad spend over time Source: PWC, IAB 2019, eMarketer 2019
- 5. 5 The Rise of Digital Advertising 2008 40% Share of consumer media attention Share of ad spend 45.9% 21.5% 6.9% Television Digital Source: AdAge 2009, eMarketer, 2010 Report
- 6. 6 The Rise of Digital Advertising 2008 40% Share of consumer media attention Share of ad spend 45.9% 21.5% 6.9% 2008 Political Advertising Spend Television Digital Source: eMarketer, 2016 76.6% 0.4%
- 7. 7 The Mobile Movement 2012 38.1% Share of consumer media attention Share of ad spend 41% 37.7% 20.8% 2012 Political Advertising Spend Source: eMarketer, 2016 74.7% 1.8%
- 8. 8 The Mobile Movement 2016 2016 Presidential Election: “The most digital presidential election to date” 1.8% 10% share of spend (digital) Mobile catches up to desktop Explosion of Social Media Adopters social channels Source: TheDrum 2017, eMarketer 2016
- 9. 9 The Mobile Movement 2016 c 2016 Presidential Election: “The most digital presidential election to date” 1.8% 10% share of spend (digital) Mobile catches up to desktop Explosion of Social Media Adopters social channels Political Advertisers Share of Digital Spend 10% Total US Media Spend Share of Digital Spend 36.7% Source: eMarketer 2017, IAB 2018, Statista 2020, TheDrum 2017
- 10. 10 The Mobile Movement 2016 2016 Presidential Election: “The most digital presidential election to date” 1.8% >10% share of spend (digital) Mobile catches up to desktop Explosion of Social Media Adopters social channels Source: eMarketer 2016, IAB 2018, Statista 2020, TheDrum 2017 Political Advertisers Share of Digital Spend 70% TV (Broadcast & Cable) 8% Radio 12% Other (Print, OOH) >10% Total US Media Spend Share of Digital Spend 36.7% 36.5% TV (Broadcast & Cable) 7.3% Radio 19.5% Other (Print, OOH)
- 11. 11 2016 Audience Micro-Targeting Influx of Data Sources “Smarter Media Buying” Digital Implications Source: NYTimes 2016, WIRED 2019
- 12. 12 The Government Responds State Mandated Digital Political Advertising Regulations Source: Federal Election Commission
- 13. 13 Publishers Blocking Political Advertising Lack of trust and increased concern around editorial control Complex and dynamic state- level transparency requirements The Industry Responds
- 14. 14 The Industry Responds No Political-Specific Policy Solutions Over Compliance with Platform Restrictions Lenient Policy Solutions Stringent Policy Solutions Supply Limitations: Limited access to premium inventory Data Limitations: Blocked access to data providers / voter files for audience targeting State Limitations: No access to states with additional transparency requirements Buying Platforms Lengthy Verification Process: Increased verification processes which disrupts the quick turnaround time needed for political buying
- 15. 15 The Industry Responds No Political-Specific Policy Solutions Over Compliance with Platform Restrictions Lenient Policy Solutions Stringent Policy Solutions Supply Limitations: Limited access to premium inventory Data Limitations: Blocked access to data providers / voter files for audience targeting State Limitations: No access to states with additional transparency requirements The Xandr Advantage Safely Serve In All States Access Premium Video Inventory at scale on CTV Leverage Data Partnerships On Platform Buying Platforms Lengthy Verification Process: Increased verification processes which disrupts the quick turnaround time needed for political buying
- 16. 16 Opportunities Today and Tomorrow: The Online Video Surge 2019 The Average U.S. Home Owns 10 Connected Devices Xandr Relevance Report Consumers and Marketers interviewed about digital video trends, predictions, and habits Over 40% of consumers today use CTV devices to stream content on a daily basis 2019 Total US CTV Spend >$6.9 B
- 17. 17 Opportunities Today and Tomorrow: The Online Video Surge: Connected TV 2020 Challenges Audience Fragmentation Measurement Frequency Capping 2020 Estimated US CTV Spend $8.88 B $720 M 2020 Estimated US CTV Spend (Political)
- 18. 18 Opportunities Today and Tomorrow: Connected TV Advertising / Over-The-Top Supply 2020 Challenges Audience Fragmentation Measurement Frequency Capping Opportunity Identity Solution Accurately reach voters on whatever screen they're consuming content Maximize unique reach and media efficiency by frequency capping users across devices Sequence messages and retarget users across their connected devices
- 19. 19 Digital Advertising in 2020 The Xandr Advantage Inventory Data Reach Compliance CTV/OTT Livestream Instream Video Outstream Video Invest in Digital Video Invest in Target Voters Invest Nation-Wide Invest With Trust & Ease Targetsmart Catalist DATA TRUST i360 Reach across all states…. …and across screens Digital platform built for political advertisers New simplified workflows: data collection Built-in data archive and reporting UI
- 20. 20 Digital Advertising in 2020
- 21. Thank You For more information: Alex Chatfield alex.chatfield@xandr.com
- 22. Appendix
- 23. 23 COMMUNITY INCREASED YIELDBETTER TARGETING Xandr Over Time Automation of Demand, Enhanced with AT&T Data Automation and Aggregation of Supply REAL-TIME INSIGHTS AUTOMATED ATTRIBUTION COMMON IDENTITY AT&T DATA TV ViewershipMobile Location Browsing Customer Account File 3rd Party DataAd Exposure APPNEXUSXANDR TECHNOLOGY
- 24. 24 Xandr is building for the future of advertising Automation of Demand, Enhanced with AT&T Data Automation and Aggregation of Supply AT&T DATA APPNEXUSXANDR TECHNOLOGY PREMIUM ADVERTISING MARKETPLACE Allow brands to reach audiences across screens and at scale in high-quality video environments FOR BUYERS FOR SELLERS Maximizing value of inventory Yield optimization Workflow efficiency Unique demand Cross-platform deals Ease of execution Unified targeting Optimization across programmers Simple workflow Robust reporting
- 25. 25 The Rise of Digital Advertising 0 20 40 60 80 100 120 140 160 2000 2004 2008 2012 2016 2020
Editor's Notes
- TP: Xandr is AT&T's Advertising and Analytics business, providing programmatic technology solutions like Xandr Invest to advertisers and agencies, and Xandr Monetize to broadcasters and publishers. Xandr also represents AT&T TV (fka DirecTV), and in this market, partners with Dish as D2 to offer TV buyers an easy way to purchase addressable TV inventory at scale.
- TP: My role at Xandr is on the digital side, looking after our DSP Product Xandr Invest, and today I'll be taking us on a journey through time. We are going to walk through the evolution of the digital advertising landscape over the last two decades, and showcase how the political advertising industry fits into this view. We’ll then move on to the present-day political advertising landscape, the federal and state-level laws affecting digital political buyers, and we'll close by talking about the biggest opportunities for 2020, including CTV and OTT services.
- - It's no surprise to everybody in this room that digital advertising has exploded over the last two decades, with eMarketer projecting over $151B to be spent this year alone. - So how has this rise impacted political advertising? Let's start by looking at 2008, one year after the iphone is first introduced to the market. Notes: PWC and IAB, 2019: Pulled data for the ”Online advertising revenue in the US from 2000 – 2018 (in billions)” 2000 = $8.09 B 2008 = $23.4 B 2012 = $36.6 B 2016 = $72.5 B Projected for 2020 (PULLED FROM EMARKETER) = $151.3 B
- TP: In 2008, Digital Media already represented 21.5% of media attention time, but it only garnered 6.9% of total ad spend. TV, on the other hand, captured a disproportionate share of total ad spend relative to it's media attention time. This isn't all that surprising given how quickly digital media came onto the scene. What is a little surprising, however, is the adoption rate among political advertisers. Notes (CONSUMER MEDIA ATTENTION 2008) Source = eMarketer Https://www.emarketer.com/Article/Trends-Consumers-Time-Spent-with-Media/1008138 Additional notes: TV and video (not including online video) captured the majority of all media time: 40% each year Internet’s share increased from 21.5% in 2008 to 23.5% in 2010. Mobile’s share increased from 5% in 2008 to 7.5% in 2010. Additional notes (AD SPEND in 2008) Source = IAB https://www.iab.com/wp-content/uploads/2015/05/IAB_PwC_2008_full_year.pdf 2008 cross media advertising marketshare: Newspapers = $34.4B TV Distribution (national and local station ads as well as multichannel system ads) = $28.8B Internet = $23.4B TV Networks: Cable = $21.4B TV Networks: Broadcast Network = $18.0B Radio = $17.2B 2008 total US media spend (all formats) = $186.9 B 2008 total US TV media spend (broadcast and cable) = $68.2 B Internet advertising had 12.5% marketshare https://adage.com/images/random/datacenter/2009/spendtrends09.pdf 6.9% share of spend for digital in 2008
- TP: Just 0.4%. Basically zero. Let's fast forward 4 years. http://trends.e-strategyblog.com/2016/06/09/us-political-ad-spending-by-format/27038 Additional notes: Obama Example (PRESIDENTIAL CANDIDATES AD SPEND 2008) 2008 was also a big year for political advertising: Obama’s campaign got a lot of attention for its online advertising efforts, including paid social (first to successfully focus on Facebook as a campaigning outlet : even spent $643,000 on FB) TV: $280 M Digital: $16 M Total 2008 spend: Obama = $310 M Total 2008 spend: McCain = $136.6 M $3.6 M was on digital (2.6%) $133 M was on TV (97.4) https://www.clickz.com/google-grabbed-most-of-obamas-16-million-in-2008/72502/ https://thecaucus.blogs.nytimes.com/2008/12/02/about-26-billion-spent-on-political-ads-in-2008/ https://www.factcheck.org/2008/11/advertising-money-mccain-vs-obama/
- TP: Consumers now own the Iphone 4S and smartphone sales are rapidly accelerating. Digital now represents 37.7% of media attention time. Consumer media attention is continuing to shift towards digital channels. Commercial advertisers are catching on and allocating a larger % of spend towards digital but share still lags meaningful. What's happening there? When you look more deeply, the market has adopted digital advertising on desktop but hasn't figured out how to advertise on mobile devices. Okay so some inefficiency in the digital market but surely Political Buyers aren't still on the sidelines. Meh, not really. Some improvement since 2008 but still very far behind the rest of the advertising industry and TV continues to get a disproportionate share of political dollars. Let's jump to 2016.
- TP: From 2012 to 2016, mobile phone usage goes through the roof with the average US consumers checking their phones >150 times each day. Mobile now beats TV and desktop as the main source for entertainment (music), information (search), communication (email), and more Importantly, Social Media use explodes with mobile adoption with consumers spending 126 min on social media daily. And mobile ad spend exceeds desktop ad spend for the first time. How does the Political ad market react? BOOM – the "most digital presidential election to date" 1 out of every 5 dollars spent on digital goes to social channels (Facebook being the #1 destination)
- TP: Massive improvement in advertising following eye balls - CONSUMERS: A major contributor to the increase in digital media consumption is largely due to the explosion of smartphone use in the US By 2012: Average US consumers are checking their phones ~150 times each day Mobile now beats TV and desktop as the main source for entertainment (music), information (search), communication (email), and more Social Media use has continued to grow: 2012: average of 90 min spent on social media daily. By 2016 – this grew to 126 min (2019: average of 153 minutes) AD SPEND: Mobile ad spend has increased from just 9% of internet advertising in 2012 to eventually EXCEEDING desktop internet advertising spend 2016 (end of 2015) 2015: rise of native mobile advertising 2016: mobile video advertising on the rise - POLITICAL: Impact of these changes on the 2016 presidential election: POLITICAL ad spend in the US - at the time this was considered the “most digital presidential election to date” Since the 2012 election, overall political ad spend increased by 4.6% - with digital outlets increasing their share from 1.7% to 14.4% (note: emarketer reports 10% but IAB reports 14.4%) of overall spend. IMPORTANCE OF SOCIAL: 1 out of every 5 dollars spent on digital went to social channels (Facebook being the number one destination) Source = Research from Borrell & Associates https://www.thedrum.com/news/2017/01/04/us-political-ad-spend-hit-record-high-2016-tv-lost-momentum-thanks-donald-trump eMarketer (total US spend by channel) : https://www.emarketer.com/Report/US-Ad-Spending-eMarketer-Forecast-2017/2001998
- TP: - CONSUMERS: A major contributor to the increase in digital media consumption is largely due to the explosion of smartphone use in the US By 2012: Average US consumers are checking their phones ~150 times each day Mobile now beats TV and desktop as the main source for entertainment (music), information (search), communication (email), and more Social Media use has continued to grow: 2012: average of 90 min spent on social media daily. By 2016 – this grew to 126 min (2019: average of 153 minutes) AD SPEND: Mobile ad spend has increased from just 9% of internet advertising in 2012 to eventually EXCEEDING desktop internet advertising spend 2016 (end of 2015) 2015: rise of native mobile advertising 2016: mobile video advertising on the rise POLITICAL: By 2016 there is exponential growth in digital ad spend in the political advertising industry. Rise of mobile and explosion of social media contributes to this, along with Trump’s presidential campaign TV ad spend still makes up over 70% of total allocated spend for political buyers, and digital allocations still lag behind the rest of the industry at in very early double digits. Note: eMarketer reports digital political spend at around 10% for 2016 (calculated in Q3), and IAB reports 14.4% (calculated in 2017) Other spending areas remain relatively consistent – larger advertising market investing digital dollars in place of TV budgets, slower response by political OLDER NOTES REGARDING THE 2016 PRESIDENTIAL ELECTION: Impact of these changes on the 2016 presidential election: POLITICAL ad spend in the US reached a record high of $9.8B in 2016 : and online advertising exploded – at the time this was considered the “most digital presidential election to date” Since the 2012 election, overall political ad spend increased by 4.6% - with digital outlets increasing their share from 1.7% to 14.4% of overall spend. IMPORTANCE OF SOCIAL: 1 out of every 5 dollars spent on digital went to social channels (Facebook being the number one destination) Source = Research from Borrell & Associates https://www.thedrum.com/news/2017/01/04/us-political-ad-spend-hit-record-high-2016-tv-lost-momentum-thanks-donald-trump
- TP: A lot of good/efficient advertising happens with "smarter media buying", the use of data sources, and audience micro-targeting/micro-messaging But also a lot of bad with issues around user privacy and foreign interference. In retrospect, not all that surprising given how quickly this market evolved. In reaction to this, what's happened? https://www.nytimes.com/2018/04/04/us/politics/cambridge-analytica-scandal-fallout.html https://www.wired.com/story/cambridge-analytica-facebook-privacy-awakening/
- TP: In lieu of any federal regulation by the FCC or any other body on digital advertising, States have started to come up with their own laws to advance digital transparency. First states to pass legislation on political digital ads were Washington and Maryland. Other states have followed, but each state’s laws have slightly different requirements and have resulted in different responses from advertising platforms. What are the states requiring of advertisers? Transparency around campaign spend Disclosure of ad creatives And Mandated storage / Digital Archives for ads relating to candidates and ballot initiatives Ultimately ensuring that ads are visible to not just the targeted audience, but also the public NOTES: State-level laws have been put in place to advance digital transparency What are states requiring of advertisers? Transparency: (laws to advance digital transparency) Disclose / report on campaign spend Disclose about the ads/advertisers, available to the general public Mandated storage / Digital Archives about online ads relating to candidates and ballot initiatives: (laws to help detect unlawful digital advertising) - ensures ads are visible to not just the targeted audience, but also the public First states to pass legislation on political digital ads: Washington and Maryland Other states soon followed, but each state’s laws have different requirements and have resulted in different responses from advertising platforms. (Washington, New York, California, Maryland) (Vermont, New Jersey, Nevada, Wyoming) RECENT UPDATE FROM DECEMBER 2019: The Maryland legislation was recently ruled unconstitutional by a circuit court, so as of now it is not in force (the decision could be appealed in 2020). ADDITIONAL INFO FOR CHATIFIELD BELOW: State laws are closing loopholes so that existing campaign finance rules apply to digital: Since 2016, several states have updated their laws to refer explicitly to online ads, according to CLC. Most notably, Vermont, Washington, and Wyoming each amended their campaign finance laws to extend reporting and disclaimer requirements to online political ads. States are requiring digital political ads to include information about sponsor and donors: Requiring clearer information to be displayed on the digital ad itself: California’s law requires digital ad disclaimers that provide information not only about the ad’s direct sponsor but also the top three donors to that sponsor. Vermont and Washington State similarly require digital electioneering communications sponsored by PACs to include the names of top contributors. States are also wrestling with whether to allow small digital ads to substitute a modified disclaimer that redirects viewers to more information about the source of the ad: California, Vermont, Washington, and Wyoming permit the substitution of a hyperlink to another website with the required disclaimer information when including the full disclaimer on the face of an ad is “impracticable” due to size or space constraints. New York and Maryland similarly permit digital and other political ads to include a modified disclaimer when the communication cannot accommodate a full disclaimer. Transparency for digital political ads WA: Washington State has had one of the strictest political transparency laws. In May 2018, the state’s Public Disclosure Commission passed an emergency rule clarifying that the existing law—which requires advertisers to keeps a record of political advertisements sold within the previous three years—applies to digital ad platforms. NY: New York’s Democracy Protection Act extends the disclosure requirements already in place for political advertising on television and radio to online ads. Political ads run online have to include a disclosure stating who paid for the ad. MD: In May 2018, Maryland enacted the online electioneering transparency and accountability act. The law requires digital companies with more than 100,000 monthly visitors to keep a database of all Maryland political ads on their platforms, as well as information about who the ads target. The legislation also prohibits foreign spending on political advertising in state elections. NJ: New Jersey requires that anyone disseminating campaign communications regulated by state law must retain a record of said communication, including an exact copy of the ad; information about the number of copies made; dates and times it was viewed; and information about who paid for it. NV: Nevada has similar regulations to NJ, but only the cost of the advertisement needs to be disclosed, and only if it ran in the 10 days before a primary or general election, or within 30 days after the election. Online Privacy Protections CA: In June 2018: the nation’s most comprehensive data privacy act to date passed: the California Consumer Privacy Act (CCPA). The CCPA is primarily focused on giving users control over how their data is collected and used online. This can help to prevent digital deception NY: New York Privacy Act. While it is similar to California’s law in many respects, the New York bill would additionally establish data responsibilities for social media platforms and allow citizens to sue companies directly over privacy violations. The New York bill would apply to all companies, while California’s only applies to those that make more than $25 million (Massachusetts is also considering a consumer privacy bill, introduced in January.) VT: Vermont passed the first law in the United States that would regulate data brokers
- TP: - Publishers begin to shut off political advertising due to lack of trust (ad content) and complex and changing transparency requirements - Publishers want to accept political advertising but are worried about regulatory risk and don't have the adtech systems in place to safeguard them
- TP: There is currently a spectrum : ranging from lenient policy solutions to stringent policy solutions On one hand, some DSPs, including large publicly traded ones, have done nothing On the other hand, some DSPs have done much more than what's required by any regulation, resulting in frustrated buyers and less efficient media buying. NOTES: Advertising technology / buying platforms need to evolve to meet the changing needs of the industry - No political-specific policy solution means you can't advertise in any state with state-level transparency requirements, and you have limited access to premium supply as SSPs will cut off DSP access - Over-compliance will limit your targeting capabilities, and increase the time it takes to manage your campaigns
- TP: At Xandr, we've taken an approach that's in the middle. Ensuring our buyers and the sellers they buy from are in compliance with the state specific requirements. This enables our buyers to run ads in All States, across premium inventory, while leveraging their advanced data sets. As media buyers, I want to encourage everybody in this room to pay attention to this space. SSPs are shutting down access to DSPs who are not in compliance. Safely serve in all states Access premium video inventory at scale, including CTV/OTT which is growing in consumer attention and provides the opportunity to reach your audience on the big screen Leverage your current data partnerships to access voter files on the platform – enabling you to target according to your campaign goals
- TP: As we look to this cycle, there's no doubt that digital media will play an even larger role than it did in 2016. This time, however, the driver won't be social media but instead CTV and OTT services. Every year Xandr produces a Relevance Report from interviewing thousands of consumers and marketers to better understand consumer media engagement trends and marketer challenges / spend goals Consumer insights: - The average US home owns 10 connected devices - Over 40% of consumers today use CTV devices to stream content (OTT) on a daily basis 2019 total US CTV spend = Over $6.9 billion
- TP: In 2019, total US CTV spend was over $6.9B EMarketer projects this to grow to $8.88B this year with the political industry spending north of $700M. While CTV and OTT services represent a great opportunity for political buyers, there are several challenges to consider: Audience Fragmentation, Measurement, and Frequency Capping NOTES: 2020 predictions (emarketer) - Total market = $8.88 Billion in CTV spend for 2020 - Political industry = $720 Million in CTV spend for 2020 Why might this be? There are definitely some challenges / barriers to entry: - Audience fragmentation - Measurement - Frequency capping https://www.forbes.com/sites/bradadgate/2019/09/03/the-2020-elections-will-set-another-ad-spending-record/#6ef2c72e1836 https://www.emarketer.com/newsroom/index.php/us-connected-tv-ad-spending-will-grow-nearly-40-in-2019/
- TP: - With these challenges in mind, it's more critical than ever that your programmatic buying platform have a strong identity solution - Through Cross Device graph like Xandr's, buyers are able to: 1) Accurately reach votes on whatever screen they're consuming content 2) Maximize unique reach and media efficiency by frequency capping users across devices 3) Sequence messages and retarget users across their connected devices If your platform doesn't have a strong identity solution, you can't effectively take advantage of this opportunity https://www.forbes.com/sites/bradadgate/2019/09/03/the-2020-elections-will-set-another-ad-spending-record/#6ef2c72e1836 https://www.emarketer.com/newsroom/index.php/us-connected-tv-ad-spending-will-grow-nearly-40-in-2019/
- TP: With that, I'll close with a Xandr Sales slide. To be successful in this coming cycle, you need a platform with direct and complete access to inventory, that allows you to bring and leverage data, that enables you to reach your voters in every states on every screen, while easily complying with local regulations. NOTES: The Xandr Advantage: - Inventory (invest in online video) Support across video formats: CTV/OTT, Livestream, Instream Video, Outstream Video - Data (invest in target voters) Leverage data partnerships on our platform (Targetsmart, Catalist, DATA TRUST, i360) - Reach (invest nation-wide) Our platform enables you to reach all states And leverage our Xandr ID Graph to extend reach across devices - Compliance (invest with trust and ease) Platform enhancements: New workflows compliant with all state-level laws Built-in data archive and reporting UI
- TP: Xandr Invest: The strategic buying platform for political advertisers
- TP: Xandr over time…… When I first joined AT&T, it was an interesting time – the ambitions of becoming a modern media company were strong, but a small lawsuit was standing in the way of the acquisition of critical assets, and so my focus was on the spine of our business – Data Our team was hard at work pulling together all of AT&Ts mobile location, browsing, ad exposure, tv viewership, customer account, and 3rd party data to create one single deterministic identity – that identity would be used to deliver real-time insights, automated attribution for our advertiser customers And we were selling media by way of our DirecTV inventory and assets to advertisers as the leaders in Advanced TV – that common identity and insights infused a more audience -based, technology enabled approach to advertising Then our deal closed, and we began partnering with our colleagues at WarnerMedia – supporting their ambitions to be a more audience- based advertising company to deliver guaranteed results to their clients and to harness the data for better targeting and increased yield And we knew we needed to continue to build the company’s digital tech stack – so we bought the best ad technology available in AppNexus and the leading digital marketplace outside of Google Over the past year, we’ve been hard at work integrating the AppNexus technology and last year it resulted in the critical re-launch of Invest, our omnichannel buy-side platform as well as Monetize – our platform for publisher clients And the vision of what you can truly harness when you have great distribution, data, content and technology is the build of Community, our marketplace of not just our O&O properties but of 3rd party premium inventory – bringing together great content so advertisers can reach their audiences in premium video environments at scale
- TP: Now with the acquisition of clypd : automated DDL buying For buyers: Ability to transact across premium TV network partners in a single buy Unified front end target Optimization across programmers Simple workflow removing the friction of manual buying Robust reporting For sellers: Maximizing value for inventory by leveraging advanced datasets Yield optimization Workflow efficiency Unique and differentiated demand Capture cross-platform deals
- Notes: Commercial Advertising: 1990s = first online paid ad is served, Early 2000s = companies providing advertising services emerge Over time, advertiser digital strategies follow consumer preferences – rise of mobile, evolution of online video Following slides: deeper dive