E129: How Adtech Ruined the Internet

Dr. Augustine Fou is a world renowned expert in digital advertising fraud who consults to major advertisers and publishing groups. He was formerly Group Chief Digital Officer of Omnicom’s Healthcare Consultancy Group, a $100 million group of 8 agencies serving pharma, medical device, and healthcare clients.So today’s conversation is about what has gone wrong with digital marketing and how the rise of adtech has undermined the potential of the internet as a marketing channel. This will change your view on topics including the Long Tail, behavioural and hyper targeting and the reality of programmatic media buying.A generation of marketers have been conned in to expecting massive audiences for their content, says Fou, but the reality is very different, bringing in to question the real returns sponsors get from branded content, mobile video and performance marketing.We reference some of Augustine’s published work on the topic, which I’ll include in the next Unofficial newsletter, where we go in to greater depth on the conversations and themes raised in the podcasts.If that sounds useful, head to UnofficialPartner.com to sign upUnofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 500 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.