Digital advertising, Rai and Mediaset to the web giants: transparency is needed
A market that is heading towards one thousand billion euros and one question: is digital advertising really as precise, measurable and efficient as it claims to be? From here...
The digital advertising market is expected to reach 1 trillion euros, but its precision, measurability, and efficiency are being questioned. A recent study by the Centro di Ricerca sulla Televisione e gli Audiovisivi (Ce.R.T.A.) of the Università Cattolica del Sacro Cuore, titled "Lost in Targeting", found that Alphabet, Meta, and Amazon control almost 70% of the digital advertising market, and over half of internet traffic is generated by bots.
The study also revealed that 60% of programmatic advertising spending is lost to intermediaries before reaching consumers. Experts discussed the limitations of targeting and the importance of television in aggregating large audiences, highlighting the need for a common metric for measuring advertising effectiveness.
Written by urgent.news from Il Sole 24 Ore's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
