Dec 21, 2016
2016 was not the year for faint-hearted marketers as they pushed to measure and prove the ROI of their content marketing efforts in order to fight for larger budgets. Google and Facebook continued to dominate, while the rest of the industry may have shrunk. Concerns around ad blocking, viewability, and measurement accuracy continued to dominate conversations about social platforms.
2017 will be the year of “a little less conversation and a little more action.” Marketers will demand visibility, whether results are coming from publishers, agencies, technology providers, etc., and if they don’t get it, they’ll move on. Marketers themselves are under more scrutiny from CEOs and CFOs than ever before.