by Erik Sherman
When 19th century retailer John Wanamaker famously said that half of his advertising was wasted but he didn’t know which half, he was talking about effectiveness.
These days, many marketers could say half their marketing dollars were wasted even before anyone had a chance to see them.
Online advertising has developed a terrible reputation for good reasons. Fraud and waste burn through billions a year in wasted investment. Corporations are wondering how to make their ads pay off. The answer is with difficulty.
Layers of technology intended to create unwarranted advertising spending combine with byzantine labyrinths of service providers that are huge expenses for advertisers and publishers alike.