On the one hand, this seems like no big deal - online advertising is basically universally acknowledged to be bullshit. When you agree a deal for 10 cent CPM yo

On the one hand, this seems like no big deal - online advertising is basically universally acknowledged to be bullshit. When you agree a deal for 10 cent CPM you don't literally think there are going to be exactly 1,000 eye balls on your advert you know there's a whole load of trash in the data you're just negotiating 10 cent per some comparable block of attention. Having said that, if that bullshit factor suddenly changes from X to Y the industry has to recalibrate and particularly they need to not have signed massive contracts which had X baked into them. I bet that has absolutely happened and it's going to absolutely screw some unlucky companies. All of that in the context of an industry that is already under downward pressure due to the recovery from COVID and the impact of Spotify doing a SoftBank to podcasts, this comes at a really bad time.