By Chris Borain, Chairman of the IAB SA
We have reached a critical juncture for digital, both locally and globally. Digital has evolved from one aspect of the media mix to a powerful, pervasive medium with an influence that cannot be ignored.
The PwC Media Outlook for 2016-2020 shows that mobile access has impacted several billion people in less than five years. In comparison to the 20m people impacted over 60 years by the industrial revolution, it is clear that digital is the driver for rapid change in human history. This is an exciting time, and an opportunity for publishers, brands and agencies to collaborate to create a digital landscape that is fair, measurable and constructive.