Underscore Marketing

Digital Advertising and Agency Accountability: The Pressure is on for Agencies to Prove Their Value Post-Click
February 12, 2014

For brand advertisers, much of digital display advertising focuses on two primary goals: building awareness or driving traffic. Over the years, brand marketers have invested billions with agency partners to create dynamic campaigns with success metrics set around one of these goals. However, as digital advertising matures and advertisers grow savvier, they're beginning to question results.