The “Dead Internet Theory” has gained quite a bit of traction since it was brought to light in 2021. According to The University of New South Wales the dead internet theory claims: “activity and content on the internet, including social media accounts, are predominantly being created and automated by artificial intelligence agents. These agents can rapidly create posts alongside AI-generated images designed to farm engagement (clicks, likes, comments) on platforms such as Facebook, Instagram and TikTok…Many of the accounts that engage with such content also appear to be managed by artificial intelligence agents. This creates a vicious cycle of artificial engagement, one that has no clear agenda and no longer involves humans at all.”
“No longer involves humans at all,”…this phenomenon has profound implications for digital advertising, especially in sectors like healthcare, where reaching real individuals is paramount.
The Pitfalls of Legacy Advertising Methods
Traditional advertising strategies, such as third-party cookies and static ID lists, were designed for an earlier internet era. These methods assume that user IDs correspond to real individuals. However, with the proliferation of bots and AI-generated profiles, this assumption no longer holds true.
Dr. Augustine Fou, a digital marketing expert, highlights this issue in his analysis of first-party targeted campaigns. He found that in such campaigns, up to 96% of clicks were from bots, not humans. These bots not only click on ads but also mimic engagement on landing pages, misleading advertisers into believing their campaigns are effective.
The Implications for Healthcare Advertising
In healthcare marketing, the stakes are even higher. Reaching actual patients is crucial for delivering effective healthcare solutions. However, relying on outdated targeting methods means that a significant portion of advertising budgets may be wasted on non-human interactions, failing to connect with those in need of care.
BranchLab’s AI-Native Audience Approach
At BranchLab, we recognize the limitations of legacy advertising methods. That’s why we’ve developed an AI-native audience solution that adapts and mimics real-life patient journeys to predict probable outcomes. Our approach moves beyond static ID lists, focusing instead on dynamic, behavior-based targeting that aligns with actual patient needs and experiences. By leveraging advanced AI models, we can identify and engage in more genuine ways with human audiences, ensuring that healthcare marketing efforts are both effective and impactful.
The digital advertising landscape is evolving, and clinging to outdated methods like third-party cookies and static ID lists is no longer viable. As the internet becomes increasingly populated by bots and AI-generated content, advertisers must adapt to ensure their messages reach real people. BranchLab’s AI-native audience approach offers a solution, enabling healthcare marketers to connect with genuine patients and deliver meaningful, life-improving solutions.
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