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I hear Borrell on various podcasts and while he does a good job at saying what is trendy, he's always scant on details as to whether the trendy ads actually work. Or is buying trendy ads just a bandwagon effect? It would be good for Borrell to analyze -- beyond opinion surveys -- if the move to OTT, for example, is actually worth it for the advertiser (not the media company selling OTT). What I'm seeing are a lot of shoddy ads and numbers of impressions and click-thrus are also highly suspect; are these ads being viewed by bots? Are they autorunning on sites no one watches?

For advertisers who claim the ads are performing, how do they KNOW? It could just be the overall economy that has improved; ads on matchbook covers could appear to work.

From: Borrell’s latest study shows $92 billion+ in local digital ad spend with OTT on the rise, surpassing paid search by 2025.

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