In 2016, digital display advertising spending surpassed search in the US for the first time ever. In 2017, display will generate $40.86 billion. eMarketer recently dove into the display advertising market to uncover shifts and trends that will take place over the next few years. Jed Nahum, MediaMath Vice President of Product Strategy and Scaled Media, was interviewed for the report and had this to say:
“A weak point in the industry right now is getting the identity management problem under control. In display, we’re so good with tracking identities with cookies. We’ve aggregated that into desktop effectively, and now it’s time to inject all of that functionality and data into the cross-platform or cross-channel part of the equation.
Improving identity management across the channel set is in part about improving the technology, but it’s also about activities like onboarding data against an identity management system. This will continue to evolve.”