| 2 hours ago
Online marketing has gone through three distinct phases so far, where innovation and economic upheaval have more or less systematically brought about the end of one era and a shift toward the next.
Some think that the age of having everything move entirely online in marketing is already upon us, but I actually beg to differ. I don’t think that the skills required to buy offline and online are yet quite the same, and this will continue to be the case for the next few years to come.
One thing is for sure, though. As we look toward the future, there’s a lot we can learn from the (short) history of digital marketing.
Where it all began
The first era of digital marketing is the period that led up to the dot-com bubble, which came to an end in 2001. That period—which saw the emergence of the Web 1.0 platform, the first clickable banner, major players such as Google and Yahoo and web search as we know it—also led to the birth of the page impression. Those years were marked by high CPMs, approximative measurements and the union of old media and new, symbolized by the now-infamous merger of AOL and Time Warner.
While there is still some resistance from a handful of players, we’re moving toward a model in which all media is bought by AI-driven platforms.
The rest as we know it is history.
Read more here: https://www.adweek.com/programmatic/how-programmatic-disruption-is-creating-a-fourth-era-of-digital-marketing/