Businesses all over the world are adopting digital platform to reach audience at large. A study from Juniper Research has found that global digital advertising spend across mobile, wearable and online devices will exceed $285 billion by 2020, up from an estimated $160 billion in 2016. This will be driven by an average annual growth of 22% in mobile and wearable advertising spend, as brands and retailers continue to invest in mobile consumer engagement.

Technology is a driver for revenues. A new research found that despite the rising adoption of ad blockers, better audience targeting will drive higher click through rates and increase publisher revenues. Social media platforms such as Facebook, are utilising their unprecedented audience knowledge to offer advertisers highly accurate targeting, thereby increasing the click through rates that advertisers are witnessing now. The report highlighted that increased ad revenues will be further driven by faster real time bidding processes from exchanges. By streamlining the bidding process, page load times are reduced thus increasing the user experience.

Mobile is also an important platform for advertising. Last year saw ad revenues from mobile platforms surpassed those from online platforms. However, mobile ad blocking adoption is expected to increase over the next 5 years as users bring the benefits of the technology onto their mobile devices. The research also warned that publishers will have to contend with the introduction of network level ad blocking. The amount of money advertisers will spend on mobile ads will grow significantly in the next four years, a new report by Juniper Research suggests. Digital advertising has become an important part for an enterprise. It garners maxim leads and revenues and most importantly awareness about the company and its offerings.  Technology, internet plus easing of norms from the government add to this scenario. Everything said, the most essential part of digital advertising is adaptability by the people.