"Nothing that has done more harm to the Internet than ad tech."

Advertising sucks


Fri, Sep 25th, 2015 10:00 by capnasty NEWS

Although some argue that ad blockers could kill the Internet, Bloomberg seems to think that "nothing that has done more harm to the Internet than ad tech," at least according to Bob Hoffman, a veteran ad executive and industry critic. This may be the sad state of the Internet, which keeps coming up with some really strange start-ups.

(Of course, you could always pay to surf websites without advertising).

Late that year he and a half-dozen or so colleagues gathered in a New York conference room for a presentation on the performance of the online ads. They were stunned. Digital’s return on investment was around 2 to 1, a $2 increase in revenue for every $1 of ad spending, compared with at least 6 to 1 for TV. The most startling finding: Only 20 percent of the campaign’s “ad impressions”—ads that appear on a computer or smartphone screen—were even seen by actual people.

“The room basically stopped,” Amram recalls. The team was concerned about their jobs; someone asked, “Can they do that? Is it legal?” But mostly it was disbelief and outrage. “It was like we’d been throwing our money to the mob,” Amram says. “As an advertiser we were paying for eyeballs and thought that we were buying views. But in the digital world, you’re just paying for the ad to be served, and there’s no guarantee who will see it, or whether a human will see it at all.”



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