Bob Wootton: 4 ways to get value from digital media in 2018

Many will be pleased to see the back of a turbulent 2017, not that forecasts for 2018 are much better. Brexit, the return of inflation and the spiralling cost of running an increasingly civilised but densely-populated country all threaten in their own ways.
Ad spend continues to pour into online, notably into Google and Facebook, which GroupM, the world’s largest media buyer, estimates suck up 84% of it to the detriment of most other media – even digital media.
Yet if you’ve be