The proliferation of digital media advertising options is now eclipsed by the proliferation of digital media tools people are using. And that presents us with a problem.

There used to be a couple of, not sure-fire, but quality reach mechanisms within digital. Banners on key sites or programmatically targeted could cover a good percentage. Email was a no-brainer. Facebook looked like it would never stop growing. After the early wild west of digital, marketers needed some trusted pillars.

But as banners and Facebook weakened and inboxes sometimes filled up without a view, we were back on the wild frontier.

In Digital, The Audience is Everywhere