The short version

Bob Hoffman predicted on January 1, 2024: “In 2024, marketers will spend over $650 billion on online advertising. A substantial proportion of this – perhaps in the hundreds of billions – will be completely wasted.” Verdict: Partially right. The prediction for 2024 online ad spend (over $650 billion) is broadly consistent with market forecasts and data. The prediction of 'hundreds…

Prediction by

Bob Hoffman

On January 1, 2024

“In 2024, marketers will spend over $650 billion on online advertising. A substantial proportion of this – perhaps in the hundreds of billions – will be completely wasted.”

Follow-up

The prediction for 2024 online ad spend (over $650 billion) is broadly consistent with market forecasts and data. The prediction of 'hundreds of billions' wasted is a plausible critical estimate supported by high ad fraud and inefficiency figures but lacks a single empirically confirmed measurement.

From the High Caliber AI network — see the AI for PR module in the course.