Ian Leslie in FT Magazine discusses the paramount issue of advertising: what actually works? Upsets in the digital media landscape and the adjacent evolution in ad tools may be obscuring the real value of advertising. Enthusiasm for engagement without clear metrics for ROI hides who the main customers are. The move away from traditional advertising may not be the best move for brands, and the lack of creativity in digital banner ads certainly isn’t helping. With ad blocking, that mess becomes even more complex.