Digital advertising technology has the potential to reach consumers based on their online behavior, show them relevant advertising, monitor click-through rates and even attribute those clicks to sales.

And advertisers have shown no sign of reducing their spend on search and social platforms, with Facebook and Google together controlling 54 percent of the global digital advertising market in 2016, up from 44 percent the year before, according to figures from MAGNA released in December 2016.

They are also expected to spend $299 billion annually on digital advertising globally by 2021, a figure equivalent to 50 percent of their marketing budgets.

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