"Elephants, those magnificent behemoths of the wild, have long captivated our imagination with their intelligence, intricate social lives, and, most intriguingly, their phenomenal memory. They remember water sources, recognise individuals, and retain trauma, cruelty, and specific threats for decades. And they are truly masters at holding grudges. Now imagine if the advertising industry had the memory of an elephant. Imagine if we actually remembered scandals for more than two weeks. If we held grudges. If we drew conclusions from repeated failure, acted accordingly, and held others accountable. Instead, we forget. Constantly and/or conveniently."
""This is theft. Imagine you are running a four-million-dollar ad campaign, and USD$320,000 to USD$1,000,000 (up to £728m) of it is stolen. Not just from you, but from all the places it could have gone - journalism! community events! magazines! Literally anything but tech billionaires! This is why the news is collapsing. Because middlemen tech companies have made it insanely easy for advertisers to be victims of fraud.""
""We have spent almost twenty years normalising an activity that should not be normal - in fact, it should not even be legal.""
USD$63bn of global digital ad spend was lost to invalid traffic last year alone. Advertisers frequently remain unaware of the scale of ad fraud and the amounts diverted. Large portions of stolen funds could have supported journalism, community events, and magazines, yet flow instead toward tech intermediaries. Middlemen tech companies have made it easy for advertisers to be victims of fraud. The industry repeatedly acknowledges the problem but forgets scandals within weeks, normalising practices that should not be tolerated or legal and failing to hold responsible parties accountable.
Read at Exchangewire
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