The article critiques the current state of digital advertising, labeling it as a failing pyramid scheme. It argues that the heavy reliance on pageviews has led to the degradation of media quality, resulting in intrusive and ineffective advertising strategies. The authors emphasize that the issue lies not with users who utilize ad blockers, but rather with the advertising model that prioritizes impressions over genuine engagement. The piece calls for a transformation in B2B marketing towards creating quality, user-centric content that fosters meaningful connections instead of chasing clicks and views.
Digital advertising in 2025 resembles a pyramid scheme, driven by a flawed model prioritizing impressions over meaningful engagement, thus penalizing users for opting out.
The traditional advertising model is collapsing because it emphasizes pageviews, leading to poor media quality, clickbait, and user frustration, which should not be blamed on users.
More than half of IT decision-makers will abandon a vendor if their content feels too promotional. This showcases the backlash against the prevailing ad model.
B2B marketers need to shift towards creating owned, audience-first assets rather than relying on the outdated, bloated ad model that clutters digital spaces.
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