Smart Digital Advertising

Digital ad spend that increases number of impressions and traffic does not translate into more business activity and sales.

Advertisers could reduce the number of websites and mobile apps showing their ads via a strict include-list. This reduces the likelihood of ad dollars being wasted on fake sites and mobile apps.

Lastly, smart advertisers could run controlled experiments to figure out what portion of digital advertising drives incremental business outcomes for their company.

If you are a business owner whose programmatic ad spend and the number of traffic it drives is not translating into more business activity, we would love to hear from you!

We're a group of graduate business students exploring the importance of local newspapers and news sites, with a focus on sustainability and related business practices. We're hoping to build a community of stakeholders to help and support our research. Please reach out if you're available for an interview to share your thoughts and experiences on the topic.

Read more at: https://www.forbes.com/sites/augustinefou/2021/01/02/when-big-brands-stopped-spending-on-digital-ads-nothing-happened-why/?sh=6e540f4a1166