The advertising industry is undergoing a seismic shift, one that some experts argue could have dire consequences for both the industry and the broader economy. As brands increasingly reallocate their marketing budgets away from traditional media -- such as broadcast and cable TV networks, local live news, and branded high-quality content across all media -- toward programmatically bought digital media, social media platforms, and retail media networks, they may be "killing the goose that laid the golden eggs." This metaphor captures the short-sighted nature of chasing immediate gains at the expense of long-term sustainability and value creation.
The Golden Goose is Dying: How the Shift Away from Traditional Media Is Undermining Long-Term Business Success
