Is there a solution?

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The scenario is undoubtedly turbulent and threatening. Auletta’s book presents a long and very dark tunnel. But is there light at the end of it? According to the author, for those who persist in the traditional model, the answer is “no”.

“We know more and more that consumers don’t like advertising. They don’t like being interrupted by it,” Auletta says in the interview. “Some industry israel mobile database say there’s a way to solve this… maybe with six-second ads. But just imagine: if you have a two-minute block of six-second ads, that’s 20 ads. Would your customer want to be in one of those ads? Probably not, because it would get lost in the crowd.”

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The way forward may be for the advertising industry to assume itself as a service
In the book, Ken Auletta points out a possible solution: advertising should become a service, and be provided on demand. This would make it possible, for example, to use big data to better target products to consumers who are actually interested in the products being sold.

However, he himself mentions the risks that may arise. Will consumers perceive this as a real service, or just an interruption? And he raises another, more delicate issue: that of privacy. “How do you know so much about me?” people may ask. The more you focus on public data, specifying the form of communication, the more privacy will be affected. “So I don’t pretend to have an answer” to the crisis in the advertising industry, concludes Ken Auletta.