In it I said that advertising is unaccountable. That has changed. Google and others have made their form of adveriting highly accountable, and that has made all the difference.
But at some point we will look at the accounting. Hard. When we do, we will see two things: 1) it still involves enormous amounts of waste and guesswork; and 2) it’s still something that’s done exclusively on the sell side, in the absence of original, personal input from the buy side.
Then, eventually, we will build markets based on buyers’ intentions, and not just attempts by sellers to grab buyers’ attention. The latter won’t go away. But the former needs to be built.
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