Maximize the return on your ad budget by adopting metrics, technologies, and partnerships that align with your goals. With conflicting rules and requirements regarding data protection, a fragmented performance measurement system, and complex supply chains, the world of digital advertising has become more intricate than ever. This book provides a simplified explanation of the metrics, money flows, and technologies associated with this essential field in any contemporary business. Across eight chapters, digital advertising consultants Shailen Dar and Scott Thompson review the influential forces shaping this digital landscape, along with common pitfalls that can be avoided with attention and care. This book offers effective methods to reduce waste and enhance results for brands and their business partners. It also highlights existing barriers between internal marketing teams, advertising agencies, and technology partners, while helping advertisers themselves understand the trajectory of their ad budget spending.