When it comes to advertising, the internet reigns supreme. Digital media accounted for nearly half of global ad spend last year, and it will almost certainly eclipse the 50% mark by the end of 2021. But where do the rest of the ad dollars go?

According to industry forecasts, much of that money will be aimed at traditional TV advertising, according to eMarketer. This fact might sound counterintuitive to brands chasing the attention of niche audiences on TikTok and YouTube, but there’s a good reason for it.

Know what you’re measuring

Keep the big picture in mind 

Choose the right model for your goals

Thiss column is written by Adam Ortman, VP of growth and innovation at Generator Media + Analytics.
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