At the recent Goafest 2025, Tejas Apte, a representative from Hindustan Unilever Limited (HUL), emphasized the need for a cleaner, safer, and smarter digital media ecosystem. Apte highlighted that up to 30% of digital impressions can be fake, which significantly impacts the effectiveness of digital advertising. This issue of fake impressions, also known as digital ad waste, is costing brands dearly and undermining the business impact of their advertising efforts.
Apte’s call for a cleaner digital media landscape is part of a broader initiative to reset trust in media, led by HUL. The company is seeking to move away from clickbait and towards a more transparent and accountable digital advertising environment. This shift is driven by the recognition that without real views and genuine engagement, digital advertising loses its value and impact.
The problem of digital ad waste is a significant concern for brands, as it results in wasted resources and a lack of return on investment. Apte’s comments underscore the need for greater transparency and accountability in digital advertising, ensuring that brands are getting what they pay for and that their advertising efforts are reaching real people.
HUL’s initiative to reset trust in media is a welcome step towards creating a more sustainable and effective digital advertising ecosystem. By promoting transparency, accountability, and genuine engagement, the company aims to create a cleaner and safer digital environment that benefits both brands and consumers.
The importance of this issue cannot be overstated, as digital advertising continues to grow and play an increasingly critical role in the marketing mix. As Apte noted, the current state of digital advertising is unsustainable, with up to 30% of impressions being fake. This not only wastes resources but also erodes trust in the digital advertising ecosystem as a whole.
In conclusion, Tejas Apte’s call for a cleaner, safer, and smarter digital media ecosystem is a timely reminder of the need for greater transparency and accountability in digital advertising. HUL’s leadership in this area is a positive step towards creating a more sustainable and effective digital advertising environment that benefits both brands and consumers. As the digital advertising landscape continues to evolve, it is essential that brands, agencies, and platforms work together to promote transparency, accountability, and genuine engagement.