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The&Partnership’s Johnny Hornby investigates the programmatic media buying ‘black hole’

Here’s Johnny (Hornby) again, our investigative reporter ‘on the rocks’ at Cannes.

Here he is asking boss Sir Martin Sorrell, Unilever CMO Keith Weed, someone big at Google and others about the programmatic media buying ‘black hole.’ 40 per cent or so of this stuff ends outside the ether (but in someone’s bank account) or on a porn site or worse.

Nobody answers the question do they? If you were a lawyer, which, of course, we’re not, you might ask: why connive in something that appears to be fraudulent – 40 per cent of it, anyway? But business is business..

Mind how you go, Johnny.

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