Is Digital Advertising Lousy?

Frederick Filloux thinks so in "Why is digital advertising so lousy?", publsihed in the Wasington Post at the end of May.

I do agree with some of the points in the article, but having said that, the same holds true for TV and print ads, they suck!

In the digital's defense, I will make two points:

• Digital has tracking mechanisms that simply cannot be found in offline advertising, which leads in the advertisers paying exactly for what they bought, and not the overpriced costs of offline advertising.
  
• Digital advertising has brand building impact, but gets very little for it. Digital ads influence real world purchases, as well as online searches & purchases that do not originate from clicking on the display ad.