Hi mate, the title is confusing, unless one reads the whole article. I thought media protocol is causing a downward drag to advertising because it isn't a good token. Anyway, it was much clearer to me after i read your article.

I dont understand completely what kind of fraud are you talking about, but if it about selling user data to third party, then that fraud is quite prevalent and there are so many sites, we as users, sign up to and forget about it. The other kind of fraud, where social media companies are defrauding clients are providing wrong stats, well i am not aware of it and if that is also happening, then it is quite troubling.

I dont think that the image of social media companies that are the largest digital advertising platforms is going downwards. If that was the case, companies would not be increasing their advertising budgets and spending on these platforms. These platforms continue to report strong user growth and engagement and therefore are the go to platforms for companies. If anything, traditional media companies are facing threat from these giants like google and Facebook, and are hence restoring to acquisitions to buy out content creators. Content leads to user engagementand hence will help companies cut down on advertisement spending.

Also it is possible to track whether digital advertising is effective or not. Of course giants such as facebook can control what they disclose, but smaller sites can be tracked to check if online advertising did result in a sale. I agree with you that its not 100% accurate.

I do quite like what media protocol is trying to achieve and great thing that you wrote about it and shared on the telegram channel. Have started following you for more content now. I think bringing transparency to this field is utmost important and best is to allow companies to directly interact with users and reward them. In fact users should have a choice to prevent wrong content being produced by companies to influence users into buying their products. For this a rating based or reward based system is great. A single platform content, reviews and advertisements where both companies and users benefit is a great idea. Great post!