Ad fraud is costing advertisers far too much money to ignore; $19 billion in 2018, or 9% of total digital advertising spend according to Juniper Research. As a result, everyone is scrambling to find the ultimate mix of processes and tools that will ensure ads are seen by real people.

For advertisers, the peak era of broadcast television was like driving up and down the densely populated corridor of the Eastern Seaboard looking for places to get gas or eat a meal. Waves and waves of viewers were continuously reachable through traditional 30-second ads. But the advent of streaming - and the rise of non-ad supported models - has taken the advertising industry westward, into the wild unknown.

As auto brands struggle against unrelenting pressure to meet margins and adapt to the massive impact digital technology has had on the consumer purchasing journey, the role of the media planner as a visionary strategist and creative has never been more critical in the arms race to sell cars.

The word "brand" is used broadly as a business buzzword. Comprised of a company or product name, a brand acts as a reassuring signpost for consumers in a busy marketplace, signaling a trusted source and consistent level of quality.

There was a recent time when we thought that brands like Tom's and Bombas had it all figured out - giving back in a clear way that consumers could understand, making those socially conscious Millennials feel good about their purchase. Even Patagonia, with its environmentally sound practices and zenith-level employee benefits (e.g., sabbaticals to do "good") was held up as a conscious, cause-based pillar. But while these are definitely examples to which brands can aspire, it may not be enough anymore.

Hispanic women are a force to be reckoned with. This isn't news, exactly, but rather a statement of the growing power, both culturally and economically, that they wield. As Latinas continue to advance in their careers and increase their buying power, that influence is sure to grow.

Coming out of the upfronts hosted this year by Univision and Azteca America-the largest and third-largest Spanish-language networks in the U.S., respectively-I walked away inspired and more informed about how marketers can improve their Hispanic marketing efforts.

Customer experience is undergoing a massive shift - similar to how smartphones took hold ten years ago. At that time, if your brand didn't have a mobile strategy it's likely you didn't survive. Today, we're on the precipice of the next catalyst: Voice.

In more than 20 years of Hispanic marketing, I've heard this line over and over: The Latino vote could tip the elections this year. It's true the Latino vote has helped tremendously for both Democrats and Republicans as Latinos swayed the elections of George W. Bush both as Texas governor and then president in his race against Democrat Al Gore. They were even a force for Hilary Clinton, who secured over 60% of the Latino vote.

Understanding every human touchpoint, reaction, and expectation has evolved from a competitive differentiator for market leaders to an embedded, core practice that all businesses must achieve to survive.