Humans using the Internet, various devices, etc. have all plateaued many years ago. But the growth of display ad spend (a proxy for impression quantity) skyrocketed (hockey-sticked). This growth is not supported by humans' usage patterns. Most if not all of it is created out of thin air to drive revenues for ad tech companies.

1. February 2019 / Page 0marketing.scienceconsulting group, inc.
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Display spend not supported
hardware
usage
Source: Pew Internet 2000 - 2018
zoomed-in
zoomed-in

2. February 2019 / Page 1marketing.scienceconsulting group, inc.
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Real humans’ usage plateaued
hardware
usage
Source: Pew Internet ‘94 – ‘18

3. February 2019 / Page 2marketing.scienceconsulting group, inc.
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Real humans’ time spent - flat

4. February 2019 / Page 3marketing.scienceconsulting group, inc.
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About the Author

5. February 2019 / Page 4marketing.scienceconsulting group, inc.
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Dr. Augustine Fou – Researcher
2013
2014
Published slide decks and posts:
http://www.slideshare.net/augustinefou/presentations
https://www.linkedin.com/today/author/augustinefou
2016
2015
2017
20192018