Following the money

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The idea for the book came from a well-known American saying: “follow the money.” This maxim emerged during the Watergate scandal in the 1970s, which culminated in the resignation of then-President Richard Nixon. “What is the financial engine that underpins most advertising?” Ken Auletta asked himself.

It is the machine on which not only newspapers, magazines and blogs depend, but also Google and Facebook, he concluded. Auletta israel mobile database that the advertising industry accounts for 97% of Facebook's revenue and almost 90% of Google's. This led him to another question: “What is happening to the business?” And, as a hypothesis, he intuited that the disruption that is going through the music and TV industries could also affect advertising.

>> Recommended reading: Why use a system for advertising agencies?

“Existential threat”
There’s no denying that the advertising industry is going through a period of deep soul-searching. In this interview with AdWeek, Auletta says that the “frenemies” movement is a threat to the entire advertising industry.

But the biggest threat is “existential,” explains the author. And it comes from the public, who no longer want to be interrupted by commercials. In fact, tools like online ad blockers, or streaming platforms like Netflix, which do not have commercials, only reinforce this trend.