Disrupting the digital giants – advertisers and traditional media push back

The downside of digital giants like Facebook and Google includes the increase in fake news, political polarisation, the dumbing down of debate and the long-term decline in print journalism as newspapers lose readers and advertising to these platforms. But a combination of problems with digital advertising – fraud, mismeasurement, and programmatic ad placement on undesirable sites – means that advertisers and traditional media are starting to push back. The battle for advertising may be entering a new phase, with a better balance between old and new media. This post is based on a presentation by Patrick Barwise (London Business School) at the Oxford Media Convention 2017.