By Adam Fraser
I have written a number of blog posts recently on brand content appearing next to highly distasteful and inappropriate content on digital platforms, the ensuing YouTube ban and a potential swing to traditional (human curated) media buying.
I came across a blog post from ClueTrain manifesto author and global thought leader in digital transformation Doc Searles. Appearing in the Harvard Business Review, it’s a long form piece of content which methodically (and quite brilliantly) steps through the underlying causes of the current problems in Adtech.
Spoiler alert for where his thinking takes him – the title of the article is “Brands need to fire adtech”.
Highly recommended reading on a critical topic facing the whole advertising sector. This issue is not going away and tracking based advertising is going to increasingly come under the regulatory microscope.