Advertisers, AI, Viewability | 3 min read

Advertisers are Paying for the Problem Everyone Else is Ignoring

In digital advertising, everyone gets paid when an ad is served. Doesn’t matter who saw it. Doesn’t matter if anyone saw it. If there’s an impression logged, someone gets a check. Except one player: the advertiser. And ironically, they’re the only ones with no real control over the system.

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  • Advertisers are Paying for the Problem Everyone Else is Ignoring

    In digital advertising, everyone gets paid when an ad is served. Doesn’t matter who saw it. Doesn’t matter if anyone saw it. If there’s an impression logged, someone gets a check. Except one player: the advertiser. And ironically, they’re the only ones with no real control over the system.

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  • You’re Not Predicting Behavior – You’re Guessing. Please Stop.

    Too often, marketing strategies are built on outdated insights, six-month-old personas, and assumptions dressed up as decisions. The result? Wasted budgets, missed opportunities, and performance that looks great in theory but fails in practice.

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  • We Have a Transparency Problem in Advertising – and It’s Getting Ugly

    Transparency isn’t a “nice-to-have” anymore — it’s a necessity. We’ve all seen how even the biggest brands can land in the wrong places despite using every tool in the book. The latest Adalytics report makes it clear: the digital advertising ecosystem needs a serious rethink.

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  • Back to the Future Was a Good Movie, but it’s Not a Good Business Analytics Strategy

    For years, digital advertising has been looking backward—analyzing historical data to predict what’s next. But in a world where consumer behavior shifts in real time, fraudsters adapt instantly, and content constantly evolves, that approach is no longer enough. The future belongs to those who embrace AI-driven predictive intelligence, making smarter decisions before they even need to. Here’s how it’s changing the game.

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  • Google Selling Chrome Won’t Solve Anything

    The latest courtroom drama surrounding Google has sparked debates about the future of Chrome and its role in digital advertising. But is selling Chrome really the solution? The core issue lies deeper, in the broken data model driving the digital advertising industry. It’s time for AdTech to move beyond surveillance-driven targeting and focus on privacy-preserving, data-driven innovations like AI-powered predictions and first-party data strategies.

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  • Will Sell-Side Curation Leave Publishers Behind?

    Sell-side curation might just be the hottest topic in AdTech at the moment. See why publishers need to step up now and turn a hot topic into a win, and make sure the middlemen don’t walk away with all the benefits.

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  • Why Bad News Gets Clicks (But Doesn’t Always Pay)

    We’re naturally drawn to bad news but when it comes to ad dollars, it’s not always so straightforward. Read this article to explore why bad news gets clicks but doesn’t always pay and what really impacts engagement and ad revenue.

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  • Why Perplexity AI’s Approach Might Be Its Downfall in the Battle with News Corp

    News Corp is accusing Perplexity of using its articles to fuel search results without permission in a move that crosses copyright red lines. In other words, News Corp is saying Perplexity is taking advantage of news content without contributing anything back. This type of accusation isn’t the first and probably not the last in the gray area of AI.

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  • The Open Internet and Direct Deals are Making a Quiet Comeback

    Since 2021, open programmatic ad spending has barely grown by 3% while the walled gardens - think Google and Amazon - have surged ahead with 10% growth. This gap raises questions about the future of the open internet. But, against this data, there are signs this landscape may become more balanced.

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  • Ad Blockers Are No Longer the Problem They Used to Be

    Today, according to recent stats, 31.5% of internet users globally use ad blockers at least occasionally. While most traffic now comes from mobile devices, desktop still dominates ad blocking. This, of course, comes with considerable cost implications. Just this year, the popular use of ad blockers is estimated to cost publishers $54 billion in lost advertising revenue. But the situation isn’t as bad as it once was. Ad blocking is no longer a massive problem for publishers.

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  • Attention is Officially Becoming The New Tradable Currency

    The days of vague attention metrics are officially over. The Media Rating Council (MRC) and The Interactive Advertising Bureau (IAB) are finally teaming up to standardize attention measurement, marking a significant milestone in the publishing industry. At this stage accreditation guidelines are expected to roll out in early 2025, this is huge news for publishers, and it’s happening just in time.

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  • Condé Nast’s Deal with OpenAI: Is History Just Repeating Itself?

    In a move that signals a potential shift in the media landscape, Condé Nast licensed content to OpenAI to fuel ChatGPT and SearchGPT. This would be content from leading brands under Condé Nast, such as GQ, The New Yorker, Vanity Fair, and Vogue.

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