In my last blog post, I stated that the ever growing
overload of digital advertising options for advertisers is becoming an issue.
Specifically, I said: “In
my mind, the growth of ever more platforms, solutions, apps, options and
choices is simply beginning to be too large. As a result, both consumers and
advertisers might start to retreat and choose only a limited number of (in
their mind) relevant options, leaving 90% of what is out there to fight over
crumbs of attention or ad dollars.”
In fact, perhaps the overload of digital advertising options
is turning out to be a hindrance for the digital advertising industry to mature
and not a conduit. More in this case is probably worse, not better.
Here is how I have been thinking about it. Let’s see if you
follow along and agree.
