The future of advertising is no advertising | The Drum

Tom Cruise is dead – or so I read as I scrolled my Twitter feed last week only to discover that I, along with his millions of fans, had been duped by yet another celebrity death hoax. Rumours of Cruise’s death spread like wildfire with an ‘RIP Tom Cruise’ Facebook page amassing over one million followers in a matter of hours. While many fans believed the news initially, others were quick to point to the recent spike in the number of celebrity death hoaxes which have become synonymous with the Fake News era.

Though fake news and traffic-goosing headlines falsely announcing the death of something or other are not new concepts, the proliferation of these stories has only been strengthened by the rise of adtech and programmatic advertising specifically. Which is why I’m skeptical each time I read a new headline declaring the death of the advertising industry. Sure, the past two years have been tough. We are dealing with some major challenges: the increasing dominance of the duopoly, ad fraud and GDPR, not to mention the rise in the use of ad blockers. But revenue reports increasingly show that despite all of the challenges we face, advertising spend continues to grow.
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