Return of the Media Kit: How Programmatic Killed Context and Why It's Time to Get Personal Again

When Ad Tech Ate the Plot

Pesach Lattin (ADOTAT)
May 08, 2025

Our Amazing Sponsor

When Ad Tech Ate the Plot

Once upon a time—not in a fairy tale, I tell you, but in the early 2000s, when everyone still had Flash installed (it was a fairy world, indeed) —advertising made a tiny bit of sense. '

Ad networks were clunky, messy, and yes, occasionally sleazy, but at least they knew who they were selling to.

A deodorant brand didn’t need 47 layers of tech to find sweaty men on IGN. Publishers pitched themselves with actual media kits (remember PDFs?) and media buyers, believe it or not, called people on the phone to make deals.

Humans made choices. And sometimes those choices were good.

Then came the robots.

Programmatic promised us a utopia: perfect targeting, infinite scale, and campaigns so efficient you'd barely need a marketing team—just a credit card and a buzzword bingo card. What we got instead was a digital meat grinder that turned context into paste and creativity into a 300x250 JPEG squeezed between a clickbait headline and a fake "Download Now" button.

📉 What Actually Changed:

People were replaced by pipes. Human judgment got traded for algorithms chasing cheap impressions across an ocean of garbage sites.
Context was bulldozed by cookies. Because obviously, someone shopping for baby formula must want an ad for crypto casinos on a parenting blog.
Creative became an afterthought. Why bother building immersive storytelling when you can just serve the same banner to everyone and pray someone’s thumb slips?

And just like that, we were in a monoculture of mediocrity, where the only thing optimized was the spreadsheet. Everyone became obsessed with CPMs so low they’d make a dollar-store clearance bin look premium. And media buyers? They stopped talking to publishers and started talking to dashboards.

Here’s the punchline no one wants to say out loud:
Efficient isn’t effective.
Optimizing for scale doesn’t mean anything if you’re scaling irrelevance. The ad doesn’t just need to find the right person—it needs to matter when it gets there. But hey, who needs engagement when you’ve got viewability metrics?

💬 Industry Roast of the Day:

“If programmatic ads are so ‘smart,’ why do they keep offering me crypto scams on recipe blogs?”

Exactly.

We’ll say it louder for the folks in the back: context still matters. Creatives shouldn’t look like PowerPoint placeholders. And maybe—just maybe—it’s time to dust off that media kit, call your favorite niche publisher, and make a deal that actually delivers.

Ad Networks Weren’t Perfect—But At Least They Were Honest

From curated chaos to automated crap: how we broke the system in the name of “efficiency”

Let’s get this out of the way: ad networks weren’t saints.

They arbitraged inventory like pros, their margins were murky, and some of them had the ethical integrity of a used car lot operating out of a Yahoo! Geocities page. But—and it’s a big but—they had something today’s demand-side machinery sorely lacks: accountability.

They were messy, human, and oddly functional.
Because when things went sideways, you knew exactly who to call—and it wasn’t a chatbot named “AdOpsSteve69.”

📜 Flashback: What They Actually Got Right

🗂️ Exclusive Site Representation & Media Kits

Networks had real relationships with real publishers. Their media kits—yes, PDFs—contained actual metrics tied to actual inventory. You knew what site you were buying. There was no “mystery meat” traffic. If an ad ran on Jalopnik, it didn’t randomly show up on a Ukrainian gaming emulator site five hops downstream.

🎨 Tailored Creative, Not Templated Garbage

Back then, creative was part of the plan. You could skin a site, build microsites, or embed branded content that didn’t feel like an afterthought. It was designed for the environment—not duct-taped across 1,000 sites with a one-size-fits-nobody banner.

📞 Human Sales Reps (Who Knew What Worked)

Remember people? Ad network reps weren’t always charming, but they knew their inventory and would actually tell you if your automotive ad didn’t belong on a tween beauty blog. There was brand safety because someone gave a damn—and their commission depended on it.

📉 What Went Wrong: Enter RTB, Exit Logic

Then Real-Time Bidding (RTB) swaggered in like it had solved advertising. No more humans! No more calls! Just pipes, pixels, and predictive models.

And suddenly:

Every impression was interchangeable.
Every publisher was just another line item.
Every creative was “optimized” into a bland box.

Publisher loyalty? Gone.
Context? Irrelevant.
And that sales rep you used to scream at? Replaced by a dashboard with six logins and zero soul.

🧠 Thought Bubble: Programmatic Didn’t Win Because It Was Better—It Was Just Cheaper

Let’s stop pretending otherwise. Programmatic bulldozed ad networks not because it delivered better outcomes, but because it scaled like a virus and sold CFOs on the promise of cheap reach.

But now we’re neck-deep in the aftermath:

💣 Fraud is rampant

Bots click your ads. MFA sites siphon your budgets. ANA’s 2023 report said 23% of programmatic spend was wasted—a generous way of saying “you lit $20B on fire.”

🪤 MFA Sites Rule the Roost

Made-for-Advertising sites look like content, smell like junk, and exist solely to host ads. And guess what? They win programmatic auctions all day because the machines can’t tell the difference between BuzzFeed and BuzzFleece.biz.

🕵️‍♂️ No One’s Accountable

Try asking your DSP where your ad actually ran. Try getting a straight answer. Programmatic replaced sales reps with layers of obfuscation—SPO, resellers, wrapper bidders, and enough acronyms to make a government agency blush.

⚖️ Comparison: Ad Networks vs. DSPs (Spoiler: Nobody's Winning)

Feature	🗂️ Old Ad Networks	🤖 Modern Programmatic (DSP)
Human Involvement	High (sales, curation)	Low (algorithms, auto-bidding)
Creative Integration	Custom, site-specific	Templated, standardized
Accountability	Direct relationships	Diffused across the stack
Brand Safety	Curated placements	Often automated, error-prone
Fraud Risk	Lower (oversight)	Higher (MFA, bots, spoofing)
Inventory Access	Exclusive, niche-based	Massive but undifferentiated
Transparency	Ask a rep	Pray for a post-campaign audit
Pricing Model	Negotiated	Auction-based (and gamified)

🎯 Bottom Line: We Traded Quality for Convenience—and Now It’s Biting Us

Programmatic didn’t just automate buying—it automated decay.
In chasing infinite scale and infinite data, we forgot that relationships, context, and craft actually mattered. And now we’re trying to optimize our way out of the very mess we built.

What we need now isn’t nostalgia—it’s a course correction:

🛠️ Hybrid systems with curated, transparent marketplaces
🤝 Human oversight paired with programmatic delivery
🎨 Creative that isn’t an afterthought
📎 And yes—actual media kits again

Because this industry doesn’t need another fraud-prevention widget. It needs accountability, sanity, and a little bit of soul.

The Cult of Reach

Why Bigger Isn’t Better, Never Was, and Probably Means You’re Getting Scammed

By someone who’s seen too many ad budgets disappear into algorithmic black holes

Let me say this plainly: we don’t have an adtech problem—we have a delusion problem. And it’s wearing a fake mustache labeled “reach.”

At some point in the last decade, advertisers stopped trying to connect with people and started trying to count them instead. Counting is easy. Connecting is hard. So here we are: billions of impressions, zero impact.

Programmatic promised us precision. What we got was an open bar for fraudsters and a game of “Who Can Serve the Most Meaningless Impressions Before Lunch?”

Welcome to the Cult of Reach.

🛐 The Core Doctrine:

“More impressions = more success.”

Sounds familiar, right? That’s because it’s the same logic that brought us subprime mortgages, crypto pump-and-dumps, and every NFT that now sells for less than a gas station sandwich.

Let’s do the math:

21% of programmatic spend goes to MFA sludge piles no one reads.
60%+ of your budget disappears before reaching an actual publisher.
70% of display ads are jammed into boring templates that make your brand look like it shops at Temu.

And yet agencies still brag about reach like it’s a badge of honor. “We hit 200 million people last quarter!” Great. So did the common cold.

🧾 Let’s Talk Chase

You want a case study? Here’s one you should tattoo on your dashboard:

Chase ran programmatic ads across 400,000 domains. Then they had a wild idea: what if they didn’t?

They cut the list to 5,000 vetted publishers. Performance improved. Costs dropped. Fraud shriveled up. Engagement? Higher.

And most importantly: nothing broke.

That should’ve been the end of the cult right there. But no. Marketers doubled down. Because who wants to tell their boss, “Hey, our reach is down but our conversions are up!” That’s logic. This industry doesn’t do logic. It does decks.

🤖 Audience ≠ Human

Here’s the lie:
Programmatic platforms sell you audiences.

Here’s the truth:
They sell you spreadsheets with labels on them.

A “sports fan” audience doesn’t mean your ad showed up on ESPN. It could’ve shown up on SportzWurld.biz, a clickbait MFA site where the only real content is “Top 10 Chest Exercises for Men Over 60” and an autoplay video that screams at you to buy testosterone pills.

That’s not reach. That’s trash with a budget

🧠 Real Brands Already Know This

The ones not drunk on scale? They’re doing things differently.

P&G slashed $200M in digital spend and grew sales.
L’Oréal purged MFAs and boosted ROAS by double digits.
Michelob Ultra skipped auctions, bought premium Super Bowl slots, and crushed completion rates.
The New York Times told programmatic to shove it and now sells custom ad experiences to subscribers. Guess what? Their engagement went up and their revenue followed.

Even Uber figured it out. Uber.

🎯 The Fix? Be Brave.

Yeah, I said it. It takes guts to tell your CFO you're spending less for better results. Especially when every vendor on Earth is promising you “scale,” “reach,” and “addressable eyeballs” like it’s a Black Friday doorbuster.

Here’s what actual bravery looks like:

Cut your domain list in half.
Say no to MFA junk.
Invest in placements where humans might care.
Prioritize attention, not just presence.

Oh, and for the love of all that is click-to-buy, stop treating 300x250s as a real creative strategy. Your brand deserves more than a JPEG next to “You’ll Never Guess What Happens Next.”

Final Thought:

The Cult of Reach is a fraud.

It rewards crap content, inflates fake audiences, funds shady resellers, and punishes the publishers and creatives actually trying to build something worth seeing. And it’s not going to stop—unless someone in the room finally says “no.”

So I’m saying it: no.

No more garbage impressions. No more empty reach. No more pretending that counting views is the same as driving value.

You want real performance?
Shrink your audience.
Raise your standards.
Get personal again.

Creative Crimes and Context Collapse: How We Killed the Art of Advertising—and Buried It in a 300x250 Grave

Let’s start with a simple truth:
Your ad doesn’t need more impressions.
It needs a soul. Or, at the very least, a microsite that doesn’t look like it was built during a corporate lunch-and-learn in 2008.

But instead of soul, what we got was scale.
Instead of storytelling, we got stock photos of a woman laughing alone with salad.
Instead of context, we got CatFancyBlog net and The New York Times running the exact same lazy banner.

I’m not mad. I’m just tired. Tired of creative that feels like it was written by a depressed AI whose only exposure to advertising was 2012 retargeting banners and Pinterest quote boards.

🎨 What We Had (RIP)

There was a time—gather round, Gen Z—when ads could be beautiful, immersive, weird, even fun.

Brands skinned entire sites.
Publishers pitched campaigns with actual ideas.
DCO didn’t just mean changing the color of a CTA button—it meant matching creative to content and context.

Remember Mini Cooper’s early 2000s campaigns?
Site takeovers with animations, games, custom UX—all designed to make the brand feel like something.

Now?
You get the same toothpaste ad whether you're reading GQ or googling "why is my cat screaming at the wall at 3am."

👀 What We Have Now (Kill Me)

Stock banners floating in the void.
Programmatic pipes delivering JPEGs to content vacuums.
"Personalization" that means the same handbag shows up for your grandma and your goth niece.

And don’t even get me started on “dynamic creative.”
You swapped a background image and called it innovation. Congratulations. The creative equivalent of changing your Zoom background to “space.”

We’ve taken what was once the most exciting part of the internet and flattened it into beige, clickable wallpaper.

🧪 What’s Still (Miraculously) Working

A few brave souls are actually doing it right. They exist. They’re just buried under 11 billion MFA impressions and the collective weight of 72 adtech logos.

CafeMedia curates food blogs with actual personality. Your lasagna ad belongs there—not on clickbaitfactory biz.
Nissan’s DCO strategy matches the vibe of publisher sites. Imagine that—vibes in advertising! Not just shoehorned stock photos!
Unilever embeds recipes directly into content, blending product with value. A unicorn in the land of “Buy now or die.”

🐱 Cat Context Check™

If your creative looks the same on CatFancyBlog net and The New York Times, we need to have a serious conversation. And by conversation, I mean an intervention—with PowerPoint, mood boards, and a large spray bottle.

Because guess what?
Cats know context.
A cat in a shoebox is adorable.
A cat in your lasagna? A lawsuit.

Same goes for ads.
Context matters. Creative matters. And pretending that banner blindness is a user problem—not a you problem—is how we ended up with 0.1% CTRs and creative that looks like it was designed in Microsoft Paint.

🤯 The Collapse Is Real

What we’re experiencing isn’t just creative decay—it’s context collapse.

Everything now goes everywhere.
The same ad you serve to a skincare-obsessed millennial on Refinery29 is also showing up on a Reddit thread called “Toilets That Look Like Other Things.”

Welcome to narrative deficiency: where your brand has no story, your campaign has no heartbeat, and your media plan has no standards.

✂️ Creative Crimes: An Ongoing Investigation

The Suspects:

“Let’s just use the same ad everywhere” guy
“Our AI auto-generates the copy” startup
Every brand that thinks “Buy Now” is a personality

The Weapon:
A 728x90 leaderboard placed above a listicle titled “Top 10 Signs Your Cat Is Plotting Against You”

The Victims:

Your brand equity
The user’s patience
Anyone who still believes advertising is an art form

🧠 The Fix: Make Ads Worth Existing Again

Re-human the process. Work with publishers who know their audience. Collaborate. Yes, talk to humans.
Design for context. Match tone, visuals, layout, vibe. A whiskey brand on Gear Patrol shouldn’t look like a Groupon ad.
Treat creative as strategy, not decoration. Stop treating design like it’s the garnish. It’s the whole damn meal.

📎 Final Takeaway:

If your ad works on any site, it probably doesn’t work anywhere.

If it fits every context, it likely belongs in none.

And if it makes a cat scroll past it mid-lick—you’re doing it wrong.

🚨 WHAT YOU'RE MISSING IN ADOTAT+ 🚨

"The Redemption Arc — How to Rebuild Advertising With Old-School Logic and New-School Tools"
By someone who still remembers when media kits were holy scrolls and ad ops didn't require a PhD in Byzantine bureaucracy.

Let’s get blunt:

👉 We replaced human instinct with spreadsheets.
👉 We served creative that could double as dental office décor.
👉 And then we stood around wondering why no one clicked.

ADOTAT+ isn’t here to sell you the same warmed-over Kool-Aid.
It’s a manifesto for the marketers who remember when we gave a damn — and still do.

💥 We’re putting soul back into programmatic.
🧠 Bringing media kits back from the dead (but with embedded analytics this time).
📉 Calling out DSPs that treat “human” impressions like a rounding error.
🎨 Using AI to scale storytelling, not spam.

If you want more bland charts and buzzwords, go talk to your favorite “innovation lead.”
If you want the ad industry to be worth saving — or at least less embarrassing — subscribe to ADOTAT+.

Because the real ROI?
Is reclaiming our dignity.

Subscribe to our premium content at ADOTAT+ to read the rest.

Become a paying subscriber to get access to this post and other subscriber-only content.

Upgrade

Already a paying subscriber? Sign In.

Return of the Media Kit: How Programmatic Killed Context and Why It's Time to Get Personal Again

Subscribe to keep reading

Keep Reading

Wireframe