💠"Brands spend about a trillion dollars each year on advertising. If you were to rank that in terms of country GDP, they'd be a top 20 country in the world." In this eye-opening conversation, Tom Denford reveals how his company, ID Comms, helps major advertisers eliminate waste from their massive media budgets. With 70% of all advertising dollars going to media placement rather than creative development, Tom shares why most marketers understand this critical investment area the least—and how that knowledge gap leads to billions wasted on counterfeit impressions, ad fraud, and low-quality placements. Learn about ID Comms' three-step approach to media optimization, starting with internal team alignment, then agency partnerships, and finally analyzing money flow through the entire system. For business owners concerned about marketing ROI, this conversation offers valuable insights into why the cheapest media buys are often the most wasteful, how bot traffic corrupts performance metrics, and what Fortune 100 companies are doing to ensure every dollar drives actual business growth.