Exploring the paradox of digital advertising effectiveness: the result of a qualitative study

“In the ever-evolving marketing landscape, digital advertising presents an apparent paradox: as major platforms continue to thrive, questions arise about the diminishing impact of digital
campaigns, prompting exploration into its actual effectiveness and ROI. In the quest to solve this paradox, based on constructionist grounded theory, this study engages in high-profile interviews with C-level practitioners to unravel the complexity of this industry, shedding light on data reliability, on the blending of traditional and digital advertising realms, on the intricate interplay of platforms, audiences, and objectives, and on the evolving role of attribution models.Ultimately, this investigation drafts a navigational map for marketers to explore the edges of contemporary advertising dynamics.”

Battaggia, Matteo, and Marco Bettiol. Exploring the Paradox of Digital Advertising Effectiveness: The Result of a Qualitative Study., archives.marketing-trends-congress.com/2024/pages/PDF/18.pdf.