Digital advertising has many strengths, its ability to target specific audiences, to be interactive, to reach users at scale. But one key advantage which is often overlooked, and in the light of the IAB’s RTA Conference should be brought to the foreground, is its capacity to deliver advertisers real time insights into what works and, more importantly, what doesn’t. With offline media, campaigns must be planned weeks and months in advance. The creative is sent out and fingers are crossed that it...