The answer to the seemingly simple question is complicated because digital advertising is so interconnected, and its scale is huge. Billions of ads are served every day by a complex ecosystem of programmatic advertising providers that often places bad ads alongside good ads on the same publishers’ pages or apps. Users—blissfully unaware of the complexities of programmatic advertising—tend to associate any bad ad experience with the publisher or with digital advertising as a whole—damaging reputations, reducing user trust, and often driving the use of ad blockers. This, in turn, decreases the effectiveness of advertising campaigns from all advertisers...

Published 6/12/2023 in The Drum

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