Why digital advertising is broken and how we’re fixing it: (thread)

1/ Attention is a scarce asset. Yet, today’s advertising platforms are built on a model of interruption, forcing brands between you and your intention.

2/ Though ads are everywhere, people don’t trust them. Study after study shows, when you pay to reach people in an interruptive way, less than 5% pay attention.

3/ In today’s interruption-based ad model, the more money you spend, the more people you annoy. Advertisers are trying to solve this problem by spending more money and showing more ads but that only makes it worse.

4/ Ads interrupt us everywhere, leading to more people tuning them out. This is not a content problem. This is not a targeting problem. It’s a context problem.