“In the fragmented world of online advertising, it is now hardly comprehensible what the advertising effect really looks like. To make matters worse: There are mainly two big players: Google and Facebook. And things are completely opaque there. For example, who provides the numbers on how often a YouTube video is viewed? The greatest absurdity is the auction process for advertising prices via Google AdWords: Companies bid a certain price, and if allegedly another company has bid more, the price shoots up. What the whole auction is based on in terms of data and facts, only Google knows. Transparency looks different.”
– Thomas Strerath, “The market is completely opaque” in Handelsblatt, October 18, 2017, No. 201 – (Strerath was recently on the board of the advertising agency Jung-von-Matt)
