{
  "id": 8152351,
  "title": "Digital advertising, Rai and Mediaset to the web giants: transparency is needed",
  "url": "https://urgent.news/2026/09/18/pubblicita-digitale-rai-e-mediaset-ai-big-del-web-serve-trasparenza",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-18T02:17:02.000Z",
  "source": {
    "name": "Il Sole 24 Ore",
    "slug": "il-sole-24-ore",
    "url": "https://www.ilsole24ore.com/art/pubblicita-digitale-rai-e-mediaset-big-web-serve-trasparenza-AJwzrTGB"
  },
  "original_language": "it",
  "account": "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.",
  "summary": "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.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}