The article discusses the decline of digital advertising efficacy over the last three decades, originally fueled by rapid growth and an increasing number of internet users. However, the optimism surrounding digital ads has waned due to market consolidation among a few tech giants, changes in consumer attitudes, and tightening privacy laws. The author highlights the industry's current desperation for new strategies, emphasizing that former tactics are no longer yielding positive results and echoing sentiments from various sources suggesting a significant decline in performance in digital advertising.
More than three decades have passed since the first banner ad appeared on a website. Digital wasn't just a new frontier, it was a place that experienced stratospheric year-over-year growth.
The ad industry is desperate. It has no new ideas, and no magic tricks up its sleeve. The strategies that once delivered results started to disappoint.
If you search for the term 'declining efficacy of online ads,' you will come across an article from 2024 warning about how Google Ads no longer deliver the performance they once did.
Digital advertising is dead. Good riddance. Digital ad market largely coalesced around a handful of super-giant tech companies which shifted consumer attitudes and privacy legislation.
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