The evolution of digital media has unleashed a number of unintended negative consequences.
Just to rattle off a few examples: The quest for impression-based scale led to advertisers buying impressions that would never be in view; the quest for clicks gave us clickbait, click farms and fraud; the need for TV-like engagement and impact brought about interstitials, superstitials and annoying ads, which created demand for and led to the rise of ad blocking; deft laser targeting brought about privacy issues; and the binary swing from content to pure audience targeting created brand safety and suitability problems – all unintended negative consequences due to the pursuit of innovation.
