The ongoing issues around click fraud have proven one thing -- if you want marketing messages to be viewed by humans, it's best to get humans a little more involved in planning and buying. As the reputation of display takes another bashing after the viewabiility debacle, it can only mean the rise of native advertising will be propelled to greater heights.

Protecting sponsors' rights is no longer about stopping guerrilla marketing in stadia. This World Cup is going to be the first major sporting spectacle where the organiser and supporting brands will face a barrage of social and mobile app activity around the world, which will use humour and contentious moments to win over the hearts and minds of the second-screeners.

Who's got the guts to say the biggest barrier to real-time social and native content is often the client? The technology is there, the agencies are willing and the content creators are primed. But where is the brand manager with the real-time availability to make 24/7 marketing a reality? As campaigns are approved, this is where the friction point will be.

In SMEs across the country, executives who convinced the boss that Facebook provides free access to a huge fan base are currently scratching their heads at the low response or eating humble pie now that the promise is impossible to deliver. The Facebook algorithm change has impacted companies of all sizes, but it's fair to suggest that at SMEs the wasted resources put into building fan bases will be felt most. It's also fair to imagine that SMEs will be pulling back and reallocating money to search that does what it says on the proverbial tin.

The customer must always be your focus in digital -- and eBay will pay a huge reputational price for forgetting this. To leave it to the news channels to tell its users to change their passwords and then to not even come forward with an explanation, an apology and a plan to put things right just shows how far from centre stage the customer is in eBay's digital ecosystem.

Time and audience reach are set to transcend the world of television and enter the digital marketer's vocabulary as campaigns start to be bought around reaching a specific audience for a guaranteed amount of time. Advertisers are waking up to the fact that to date, less than half of their adverts have been considered "viewable" and some 40% of those that are viewable reach the wrong people. CPM has to evolve. Advertiser frustration guarantees it will.

We knew all along that Facebook Premium Ads would soon be making the leap over The Atlantic. Every news feed currently has non-advertising videos playing automatically, and so adverts were never going to be far behind. Trouble is, how do you know when an advert has been viewed if you play it automatically? By a tap? If so, how long does it then have to viewed for? The new launch asks more questions than it answers until the IAB sets some standards.

Groupon has seen the light -- it needs to offer coupons without the paper for in-store redemption. Trouble is, the brand we all love to hate for its daily bombardment on our inboxes will find it is not alone. The banks are already there with cash back and loyalty schemes tied to payment cards. So too are the country's biggest affiliate network and cash back sites. Groupon may well find that the targeting and better experience offered elsewhere will seriously diminish the launch of its Gnome service.

Be warned -- going mobile is not just a case of picking up a Web site and dumping it into an app maker and waiting for the end result to appear on a smartphone. As Michael Acton Smith, creator of Moshi Monsters, told me last week, mobile is a whole new landscape where customers are overwhelmed by a vast array of free apps. To stand out, companies have to offer something new. Dumping a Web site straight onto mobile is a route to disaster, he warns.

Television has improved ROI in the past three years, but only just -- and it's second-screeners who are responsible for growth, however tiny it may be. But television executives should be very aware that these second-screeners do not belong to advertisers and are easily taken away into conversations with brands that did not pay to advertise on television but instead promote their tweets and posts.