Pubblicità digitale, Rai e Mediaset ai big del web: serve trasparenza
Un mercato che corre verso i mille miliardi di euro e una domanda: il digital advertising è davvero così preciso, misurabile ed efficiente come ha raccontato di essere? Da qui...
The report Lost in Targeting, published by Link/RTI, raises concerns about the precision, measurability, and efficiency of digital advertising. The study, conducted by the Ce.R.T.A. at the University Cattolica del Sacro Cuore, highlights that Alphabet, Meta, and Amazon control nearly 70% of the digital advertising market, and over half of internet traffic is generated by bots.
Additionally, 60% of every euro invested in programmatic advertising ends up with intermediaries before reaching the consumer. The research questions the effectiveness of targeting, audience-building, and medium selection in the digital advertising landscape. Television is highlighted as a potential solution, as it can aggregate large audiences and maintain industrial value.
Rai and Mediaset, through their combined audience reach, demonstrate the potential of television as a valuable advertising medium.
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