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Posted by Sebastian Carru at 0:00 - 0 Comments

Managing this project, for the development of the community of small businesses, with my peers at ESCP Europe, was possibly the hardest challenge of all during my Master.

Not only because it was hard to empathize with high street managers but also because we needed to show them concrete chances of short term results. In other words, it was hard to convey our "enterprise-case-studies-based" knowledge into something of value, something relevant for small businesses.

Posted by Sebastian Carru at 5:25 - 0 Comments

"Ad fraud" Is BIGGER Than Ever.

At the end of July, Procter & Gamble, the FMCG giant, reported a massive cut on digital advertising spending over the previous quarter of about $140 Million because of Brand Safety and Ineffective Ads. P&G's Chief Financial Officer, Jon Moeller, indicated as major reasons for this decision, fake traffic generated by bots and inappropriate content associated with their advertisements. On the same note, also spending on agencies was cut due to transparency issues.

Ad fraud indeed is a problem and it costed advertisers around $7.2 Billion last year. The prediction is even worse: according to Business Insider this number could double to $16.4 Billion in 2017 and reach soon $50 billion during the next decade, if not addressed effectively.

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