Digital advertising: present and future prospects

New digital technologies have dramatically changed the way firms communicate and interact with consumers via digital media. In this digital era, what does the future of advertising look like? How can scholars enhance research on digital advertising? And how can firms and agencies maximize their return on advertising? This article defines digital advertising by examining what it is—and will be. We identify key trends relevant to digital advertising, such as a move toward data-driven marketing communication, the impact of artificial intelligence on advertisement production, and the effect of big data on advertisement execution. In the context of these trends, six propositions are posited concerning the management of future digital advertising and the methods and systems for delivering targeted advertisements to consumers. Several topics that can be widely applied to digital advertising are proposed for future research.