Search isn’t sexy, but it’s about to be

IAB Singapore’s vice chair, Sanchit Sanga, believes that marketers aren’t giving search the attention it deserves, especially as things are heating up in this space.
Search is the unsexy cousin of the digital marketing family, the quiet relative that sits in the corner at Christmas but is the first to get up to clear the table and stack the dishwasher.
No doubt, it lacks the glamorous sheen that machine-learning algorithms and augmented reality tools have in many a marketer’s m