Just as a leader’s personal wealth trajectory offers a poor lens through which to judge national economic well-being, a marketer’s personal response offers a poor proxy for market response at scale, writes the MD of Media Futures Market.  

UK advertisers spend billions on channels and metrics that provide the illusion of control but often fail to deliver. Is ‘The Overwhelm’ getting in the way? In the first of a three-part series, Dan Gee examines the role of performative efficiency in this complex dance of disinformation.