Programmatic advertising-technology (adtech) company The Trade Desk (TTD 2.77%) says, "There is a fundamental shift happening in advertising." Recent commentary from Coca-Cola (KO -0.55%) management perfectly illustrates the fundamental shift it's talking about. As one of the biggest consumer goods companies in the world, Coca-Cola naturally spends a lot of money on advertising. But in the third quarter of 2023, management shared a surprising statistic: In 2019, 30% of its media spend was dedicated to digit ...