Agency and industry players who haven’t yet grasped how important marketing and advertising software systems are in the industry’s long-term future risk falling into the same trap their predecessors did when they failed to recognise digital’s significance.

​Global ad fraud is worth $22.4 billion and Australia and the Asia-Pacific region, excluding China and Japan, accounts for 1 per cent of the share of ad fraud, according to new research from GroupM.

If there's one thing about marketing that can be said to be constant, it's that it always changes. With new technologies, such as voice, AI, machine learning, virtual reality, augmented reality, natural language processing and facial recognition, about to become mainstream, it can feel as marketers, that we are always chasing our tails.

Australia’s ad spend is expected to grow by 4.4 per cent to $17.2 billion in 2019 off the back of strong display advertising investments and as TV records its first growth in six years.

The makers behind a new addressable TV solution bringing owned and third-party data to TVC media buying say the tool will finally give marketers the ability to target broadcast audiences as granularly as they do in other digital channels.

There’s no doubt the media industry is going through fundamental change, and agencies are at the pointy end of the stick. The list of challenges is a hefty one: Ad viewability and adblocking, trust erosion around media agency charging practices, changing client relationships thanks to digital and customer data disruption and an adtech explosion, to name a few.

GroupM has joined forces with Twitter to kick off beta trials of its first 100 per cent viewability campaigns on the social media platform.

Digital ad spend might be growing by double digits, but GroupM has still written down its global ad expenditure forecast for 2016 from 4.5 per cent to 4 per cent after witnessing slowing growth in the emerging markets of China and Brazil.