Read The Waste in Advertising is the Part That Works: https://www.researchgate.net/publication/4733724_The_Waste_in_Advertising_Is_the_Part_That_Works https://w

Read The Waste in Advertising is the Part That Works: https://www.researchgate.net/publication/4733724_The_Waste_in_Advertising_Is_the_Part_That_Works https://www.researchgate.net/publication/4733724_The_Waste_i.... In it E. Ann Hollier and Tim Ambler make a strong case for what has been known from the start about branding: that mass media do it best, without performing at the personal levewl. One corollary for their case might be, "Not everything you value can be measured, and not everything you can measure has value." Because digital advertising can be both targeted and measured, the whole advertising business decided that ads perform only when they are targeted and measured. But that's not advertising, really. That's direct marketing, which -- as I say in that post -- is descended from junk mail and a cousin of spam. It's no accident that the $trillion or more spent on adtech hasn't produced a single brand known to the world. The unanswered question is the one raised in The Problem With Targeting (https://www.dotcoma.it/2015/06/22/the-problem-with-targeting.html https://www.dotcoma.it/2015/06/22/the-problem-with-targeting...), and pretty much everything Don Marti and Bof Hoffman (look them up) have been writing as well: is it possible for online advertising to brand products the way offline print and broadcast media could, and still do? I suspect the answer is no. But my mind is open on the matter.