In today's Digital arena, more and more people are online than ever before. It's well-established that the consumer now has access to more information and is conducting online research before purchasing a product. This has become a huge part of their buyer's journey. Not only this, online users are bombarded with advertising from all angles as businesses vie to capture their attention, and, ultimately, face a complete overload. What's more, consumers are utilising ad blockers and ad-free versions of platforms at an increasing rate, making it even more difficult to Reach them via placed advertising methods.