What is required for a majority of advertising dollars to transition online?

The transition of a majority of advertising dollars to online platforms requires both guarantees and price discovery to ensure a successful shift.

Price discovery refers to the process of determining the optimal price point for advertising placements based on market demand and supply dynamics. This is crucial in the digital advertising landscape where various digital channels and formats compete for ad spend, making it essential to identify and agree on the value of ad placements effectively.

Guarantees, on the other hand, are commitments made by the publisher or advertising platform to ensure that an advertiser's campaigns achieve certain outcomes, such as impressions, clicks, or conversions. These assurances help advertisers feel more secure about investing their budgets online, especially in an environment where there may be concerns about measurement, fraud, or transparency.

Together, these elements create a more favorable environment for advertisers to allocate more of their budgets to online channels, as they can rely on both the market-driven pricing mechanisms and the reassurances that their investment will yield the expected results. This combination builds trust and encourages the continued flow of advertising dollars from traditional media to digital platforms.