Question

Discuss the impact of the internet on the advertising industry. What type of changes have we seen in recent years?

Answer 1

Internet has profound effect on advertising as it has unlocked new ways of marketing like socialmedia and digital mediums and helped firms maximise reach, optimise top of mind recall and lower costs.

It has helped in overall flexibility in recent years by new ways of advertising through programmatic buying where ad slots displayed, booked, analysed via demand side software interfaces and predetermined algorithms. Using Artificial intelligence and Machine learning has helped advertising to become more leaner and Agile.

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