Gaining consumer attention is a must for any brand, but in a more and more fragmented media world, the industry must seek fresh approaches to break through all the noise and clutter.

When leveraged ethically and insightfully, social norms tap into the deep emotional wellsprings of behavioral change —creating room for people to feel more seen and aligned with their values.

The underbelly of programmatic has always had issues like these. Right now, this double game appears to be a remarkably common state of affairs among ad platforms and their clients, and I think it’s time we all looked at it a bit harder.