“Banner ads have to be served 1,250 times before someone clicks on one. Old banner ads aren’t working anymore

This, of course, is the precise opposite of what they were claiming at a 2012 conference we attended.

One hates to say it, but … we told you so.

However, given that their name is the Internet Advertising Bureau, they clearly can’t make a full retreat. So, unsurprisingly, they already have an alternative solution lined up.

‘Native advertising’.

Or, as it used to be called, advertorial.


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