Perhaps thinking that 88% of digital ad clicks are fraudulent is an exaggeration. And perhaps it is true that digital ads are so cheap that at the end of the day ad fraud is not a big issue.
But at some point, as marketers, we will have to acknowledge the big hallucination we are living through.
Influencers can buy fake followers by the truckload — roughly 20% of them are fake. Approximately 40% of Donald Trump’s followers are likely bots. Social media platforms are rife with cats and bots: Facebook admits to shutting down billions of fake accounts on its platform every year. Even app store installs are fake. Bots/click-farmers download 1 in 5 iOS apps. On the Android platform it’s 1 in 4.Scott Galloway, here
Might this be one of the reasons why CMO tenure is at the lowest in more than a decade?
And when is the last time you have had a digital ad ignite your buying process?