The Government has proposed pushing traditional broadcasters in social media feeds to boost trusted content. Dan Gee argues that such an artificial move isn’t the answer.

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.