To no one’s surprise, advertising dollars continue to move toward digital. Digital, as defined by most media watchers today, includes only mobile and web options. Of the almost $170 billion spent in 2013 on advertising within the US, ~25% was directed toward digital. In 2014, eMarketer expects that number to increase to ~28%. Ten years ago it was just over 5%. This movement is a reflection of marketers' desire to "invest" money in advertising where content is easy to deploy, where more detailed audience analytics are available and where an ROI can be calculated. Gaining access to these metrics satisfies a CFO's desire to debunk John Wanamaker's famous quote about half of his marketing spend being wasted.