Oli Orchard, Founder of Fuel Media & Marketing a London based media consultancy and auditor recently published a LinkedIn post featuring this comic strip by Tom Fishburne. While funny, Mr. Fishburne’s take on digital media is sadly reflective of reality. In spite of the risks and questions around the “true” effectiveness of digital media, advertisers continue to increase both absolute dollars and share of spend on digital media in general and programmatic in particular… which is fraught with an even greater level of risk. Controls and rigid monitoring are cost of entry for advertisers in this area and in spite of the money being spent on adtech solutions, the scenario captured in this comic strip is as real today as it was when originally published years ago.
