Technology has prompted tremendous change in the advertising industry—change that would have been inconceivable even a decade ago. People are accessing, consuming, and sharing content in more varied ways than ever, and marketers have scores of new opportunities to understand, reach, and engage with consumers. But at the same time the ecosystem of technologies that supports online advertising has become so complicated and cumbersome that it actually makes it harder for advertisers to invest more money to market effectively, putting the industry’s growth at risk.The next evolution in digital advertising must be driven by innovative platforms that more effectively help marketers move their businesses forward. Technology will only be able to deliver on its promise of moving TV dollars online if it creates greater process efficiencies, drives more commerce, and enables deeper engagement with consumers.The global advertising industry has experienced slow growth over the last five years and is expected to grow moderately with a CAGR of 3.5% over the next five years and reach approximately US $563 billion. The advertising industry is expected to witness growth over the next five years due to improved economic conditions. Newspaper and magazine advertising segments are expected to benefit from double-digit annual growth in digital advertising and a developing digital circulation spending market. The regulatory drive on digitization with increasing mobile and broadband penetration is likely to lead to advertising market growth. The future of the industry is characterized by digital advertising, with the advent of smart phones, cheaper wireless devices, and the growth local advertising from different media. Governments of developing nations are anticipated to support this growth.