Brand Building and the Digital Media Scam (English) - Bob Hoffmann - Media Person of the Year

Bob is an advertising legend. Creating award winning works for many
Superbrands. Bob's blog, The Ad Contrarian, was named one of the
world's most influential marketing and advertising blogs by
Business Insider. After his career in advertising he wrote the book
Bad Men: How Advertising Went from a Minor Annoyance to a Major
Menace. It was selected as "Best Of Marketing 2017 ". Five years
later Bob revisits in his new book Adscam advertising’s tracking
based online advertising industry and finds it far more corrupt and
dangerous than ever. If you can endure the first minutes of one of
my truly worst introductions – I was a little nervous talking to
Bob – we enjoyed a great conversation. Among other topics we talked
about the different lineages of #advertising and how they affect
advertising today the principles of brand building in a digital
world why brands should think twice about tracking people – from an
ethical perspective but also from a perspective of #effectiveness.
why agencies are terrible places to work but great places to hang
out the still relevant lessons from Pepsi pouring almost 100% into
#social media in 2010 how advertisers worldwide could save up to 60
billion dollar why click fraud is a business bigger than Nike and
its implications for online advertising context sensitive
advertising versus microtargeting