A truly massive scandal is brewing in Big Tech.
This scandal concerns the fact that 60% of advertising “clicks” are in fact NOT coming from humans; they are generated bots or automated algorithms that don’t buy anything. EVER.
If you don’t believe me, and think I’m just making this up, consider what Keith Weed had to say last month.
Weed is head of Marketing for the consumer goods giant Unilever. In this role, he oversees a marketing budget of $8+ BILLION per year. And here are his statements on the impact of bots in digital advertising.
With $8.4 billion in annual ad spend, the advertising industry pays attention when Unilever is unhappy. During the Cannes Lions Festival of Creativity, Unilever’s chief marketing and communications officer Keith Weed outlined the three concerns that “keep him up at night.”
“If you don’t have your ad viewed, you are dead,” Weed told a Cannes audience on Wednesday.
He wants advertisers to “join up the dots in the digital industry.” As Weed sees it, this ecosystem is corrupted. Some 60% of traffic online is bots. “We want to buy eyeballs of viewers not bots,” says Weed. “If it is too good to be true, it probably is.”