The Surprising Economics of Digital Advertising

The fundamental argument presented is that digital advertising is inevitably more complex and therefore more expensive than advertising in traditional channels. However, the paper goes on to argue that the extra value delivered for marketers by digital advertising far outweighs the extra cost. Only if the shift to digital is inspired by the right reason -- a better, more rewarding service for clients -- will it result in agencies equipped to thrive in the future, according to the white paper.
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