This document discusses shifting advertising models from 30-second TV commercials to digital content. It notes that digital advertising now accounts for 50% of ad spend in the UK. As the digital industry has matured since the 1990s, standards and guidelines have been established for ad measurement, privacy, viewability, and various formats like video and mobile. The growth of ad-funded content is projected to increase significantly by 2021. Premium publishers and content specialists are positioned to benefit from rising digital content consumption. However, quality concerns remain regarding how advertising is bought and sold. The document poses the opportunity for businesses to consider how content fits within their own strategies.