INTRODUCTION

 

In 2024, marketers will spend over $650 billion on online advertising. A substantial proportion of this - perhaps in the hundreds of billions - will be completely wasted.


 

Not for the usual reason - their advertising stinks - but for another, darker reason. They have been cheated, lied to, and robbed.


 

It has been clear for about a decade that a great deal of online advertising is crooked. It is a black box. Money goes in and nobody knows what comes out.


 

Between ad fraud, made for advertising sites (MFAs), hidden middleman fees, crooked publishers, unreliable data, unreliable reports, viewability issues, click fraud, false attribution, consumer inattention, and the utter lack of transparency, advertisers are being fucked blind.


This book should be of particular value to executives (like CEOs and CFOs) who cross their fingers and hope their marketing people know what the hell they're talking about (Spoiler alert: They don't.)

It's also for marketing people who believe their suppliers give them accurate information (Spoiler alert: They don’t.)

It's also for media buyers who think they know what they're buying (Spoiler alert: You don't.)

It is written in simple English, so you don't have to be a tech-head to get it.
I’m giving this book away because the last thing you need is someone else screwing you.