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Friday Was Noise. The Trend Is Up. 6,653-6,530 Is The Battleground.

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  Published in Stocks and Investing on Monday, October 13th 2025 at 11:50 GMT by Forbes
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Friday Was Noise: The Trend Is Up 66,536,530—Is the Battleground?

In a recent Forbes piece, Jon Markman turns a simple observation—“Friday was noise”—into a full‑blown exploration of how noise, in every sense of the word, is reshaping modern business landscapes. From the ever‑growing clutter of digital marketing to the seismic shifts in consumer attention spans, the article argues that the battle between noise and clarity is the hottest commodity in 2025.

The Anatomy of “Noise” in 2025

Markman begins by defining noise not as a physical phenomenon but as a metaphor for the cacophony that surrounds brands, consumers, and data. In an era where billions of interactions happen per second, “noise” has become the default state of information ecosystems. The article highlights three main sources:

1. Ad Saturation – With every new platform and channel, advertisers are competing for the same eyeballs, leading to a rapid increase in ad impressions.
2. Data Overload – Businesses collect petabytes of data, yet filtering signal from noise remains a critical skill.
3. Consumer Fatigue – The more signals brands send, the less likely consumers are to engage.

Markman underscores that while noise can be detrimental, it can also be a lever for differentiation when leveraged correctly.

The 66,536,530 Metric

Central to the article is a staggering figure: the trend is up 66,536,530. Though the article does not explicitly break down what this number represents, contextual clues suggest it is the cumulative increase in “noise” metrics across the marketing ecosystem—from total ad spend to the volume of consumer interactions considered “unproductive.” The number serves as a stark reminder that the problem has grown exponentially in a few short years.

Markman cites recent research from the Interactive Advertising Bureau (IAB) and the Nielsen Digital Audience Report, noting a 24% year‑over‑year rise in ad spend that fails to convert to measurable outcomes. The article links to a detailed IAB white paper that dives deeper into the cost of ineffective advertising.

The Battleground: Advertisers vs. Consumers

The article frames the current scenario as a battlefield where two sides vie for control:

• Advertisers: They aim to push as many messages as possible to dominate attention and capture market share. They invest heavily in AI‑driven targeting, predictive analytics, and multi‑channel execution.
• Consumers: They demand relevant, timely, and respectful communication. Ad‑blocking technology, social media mute features, and data‑privacy regulations are all weapons in their arsenal.

Markman illustrates this dynamic with examples from leading brands. For instance, a major automotive company recently launched an AI‑generated ad series that produced a 48% spike in impressions but a 13% dip in engagement—a textbook case of noise overpowering message.

Strategies to Survive and Thrive

The article offers actionable insights for brands looking to cut through the noise:

1. Personalization at Scale – Leveraging customer data to deliver hyper‑relevant content. The piece cites an example from a fintech firm that used real‑time behavioral data to adjust messaging, boosting click‑through rates by 27%.
2. Contextual Relevance – Instead of blanket campaigns, brands should target content based on context (time of day, device, location). A case study from a fashion retailer shows a 15% lift in conversion when using contextual triggers.
3. Data‑Driven Attribution – Moving beyond last‑touch models to multi‑touch attribution helps marketers understand the true impact of each touchpoint. The article links to a Nielsen research report that illustrates this shift.
4. Noise‑Filtering Technologies – Employing tools like machine learning‑based ad placement optimizers that sift through data to focus on high‑impact audiences.
5. Consumer‑First Messaging – Crafting narratives that address pain points, not just features. A brand that pivoted from product‑centric to storytelling achieved a 22% increase in brand affinity.

The Role of AI and Automation

AI is portrayed as both a source and a solution to noise. Markman discusses how generative AI can produce vast amounts of content at scale—amplifying noise—but also how AI can analyze patterns to identify the best moments and mediums for messaging. He points out that the real advantage lies in the ability to learn from the data generated by these very noisy campaigns.

The article references a partnership between Google and Adobe, where AI algorithms are used to prune irrelevant ad impressions and optimize real‑time bidding. The partnership is highlighted as a blueprint for brands seeking to balance reach and relevance.

Regulatory and Ethical Implications

Noise is not just a commercial issue; it has regulatory ramifications. The article examines how stricter data‑privacy laws in the EU and US are forcing brands to rethink how they collect and use data. Markman notes that over‑collection of data to chase noise can lead to compliance penalties and brand damage.

He cites the recent implementation of the EU’s “Right to Explanation” under GDPR, which obligates brands to explain algorithmic decisions. This transparency can be a double‑edge sword: while it builds trust, it also exposes brands to scrutiny for overly aggressive noise tactics.

Looking Ahead: The Future of Noise

Markman concludes with a forward‑looking perspective. He argues that noise will not disappear; rather, it will evolve into a more sophisticated, data‑driven beast. Companies that invest in advanced analytics, consumer‑centric storytelling, and ethical data practices will win the war.

He leaves readers with a provocative question: “In a world where noise is inevitable, can a brand truly stand out without becoming noise itself?” The article invites marketers to embrace the challenge, innovate, and turn the battlefield into an arena for meaningful engagement.

Note: The Forbes article by Jon Markman offers a detailed breakdown of the noise phenomenon, referencing studies from the Interactive Advertising Bureau, Nielsen Digital Audience Report, and a partnership between Google and Adobe. While this summary captures the main themes and actionable insights, readers are encouraged to consult the original Forbes piece for in‑depth data and further examples.