How Kind Ads Fixes The Broken Advertising Model
Heewon Jang | February 05, 2020
Online advertising is currently the biggest growth market in the broader advertising sector. According to a report issued by marketing analytics firm Zenith, online ads will account for more than half of all advertising spend within the next two years. However, while spending is growing, the online ad model is riddled with flaws. In a 2018 survey of 1,000 marketers, more than 40% of respondents stated that they were wasting upwards of 30% of their budget on the wrong channels or strategies, meaning they weren’t generating the sales or leads they expected from the spend. Meanwhile, publishers spend time building their audiences, only to generate tiny rewards, while advertisement partners like Google reap the vast majority of revenues from advertisers. Users are often left with the choice between agreeing that their browsing data is sold to the highest bidder by the ad platforms or being served up with irrelevant, poorly targeted adverts that only take up screen space.