Digital advertising's focus on audience targeting has allowed low-quality sites to thrive, undermining brand integrity and driving marketers toward questionable, non-organic media.
The obsession with targeting has displaced important advertising fundamentals, leading to an increase in dubious inventory and fraudulent media properties, damaging client interests.
Automation and AI facilitate the creation of low-quality sites, diverting the industry from principles of context, quality, and publisher credibility that ensure effective ad placements.
Ad tech's promotion of made-for-advertising sites to buyers, driven by low CPMs, fosters a neglect of advertising quality, putting pressure on advertisers to accept inferior environments.
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