Traditional advertising is, by nature, an interruption—even when it’s relevant.
Despite marketers’ best efforts to minimize friction and connect with the right audience, consumers still see ads as something to endure—if they engage with them at all.
With ad fatigue and avoidance hitting an all-time high, spending on digital channels continues to grow, topping $300 billion last year.
Driven by the rise of retail media, the race to monetize first-party data has led to an explosion of targeted advertising across the open internet.
Consumers are seeing more ads in more places—retailer websites, shoppable CTV formats, smart devices, and mobile apps.
It’s created new opportunities for brands to reach their target audience, but more ads haven’t necessarily led to better outcomes—let alone experiences.
The Atlantic described this moment as “an internet adpocalypse that has become impossible to escape.” Meanwhile, public perception and trust in advertising have plummeted to an all-time low.
What if there was a better way?
