Six Broken (or Almost Broken) Ad-Tech Promises
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Google has gotten together with a diverse group of marketers, publishers, agencies and industry bodies to create The Coalition for Better Ads in what Ad Age called “possibly the broadest attempt yet to fix online advertising so that consumers don’t become obsessed with blocking it.”
Ouch! Ten years into advertising’s digital transformation, this is a stinging indictment of ad tech’s failure to create quality user experiences, and the reason so many consumers have turned on their ad blockers.
With 20/20 hindsight, we see what happened. Over the last decade, the financial rug was pulled out from the “art” side of marketing, leaving a strategic vacuum that ad tech ventures filled with lots of bold promises. Now marketers are realizing many of these promises were a stretch at best or overblown at worst.
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