Online advertisers are starting to wonder what exactly they are paying for?  In theory, digital marketing is “vastly more efficient” than conventional advertising, because online ads on social media or websites can be tightly targeted at specific audiences. But while more ad dollars will be spent online than on TV for the first time this year, some advertisers “smell a rat.” [inlinetweet prefix=”” tweeter=”” suffix=””]About 70 percent of marketing executives say they’re dissatisfied with the state of digital marketing[/inlinetweet], according to the Interactive Advertising Bureau.