Hiding in Plain Sight

In 2018 digital advertising revenues surpassed the $100 billion mark for the first time as businesses follow the remarkable shift in consumer behavior. During the past 10 years, the amount of money spent on digital advertising increased from $22.7 billion in 2009 to $107.5 billion last year.

In 2019 advertisers spent more than $129 billion, and for the first time, digital spending will surpass traditional advertising ($129.3 billion versus $109.5 billion). But that’s not all… In addition to ad spending, businesses spent billions more on technical infrastructure, specialized human capital and a myriad of well-intentioned initiatives designed to optimize user experiences, improve conversion rates and drive commercial activity.