Digital Advertising Has Neglected Audiences. Now We’re Paying the Price

Advertisers, publishers and consumers all need to mutually benefit

Issues in data privacy that are surfacing are due to audience not being involved in the value circle. Getty Images

Digital advertising is broken. Despite significant evolution and development over the last two decades, participants are unhappy and performance continues to deteriorate. I feel the core of this is that the advertising value exchange is incomplete. Even as digital media spend surpasses $100 billion this year, performance will disappoint and viewers of ads will come up short, not seeing one penny of it.

Rodger Wells is CEO of Dashbid.