The complexity of digital media often leaves advertisers struggling to link their investments with tangible business gains. Despite its promise of heightened efficiency, there's a noted decline in marketing effectiveness over the last decade. This is compounded by a murky media trading ecosystem and a shift to short-term objectives.

The COVID-19 pandemic, resulting in economic standstills, enables marketers to reassess their digital media approaches. Ebiquity's report highlighted challenges in programmatic media buying, which represents 90% of digital displays. These challenges span the supply chain, contracts, and data management, urging a revaluation of current strategies.

Key to enhancing digital media's impact is context. Ads must be in the right environment, reaching intended audiences with precision. This involves smart media inventory choices, apt metrics, and accurate attribution models. In the intricate digital ecosystem, the mantra rings true: context, like "location" in real estate, is paramount.