Technoplasmosis: thehidden parasitecontrolling modernmarketing by Adel Borky

In 600 words this essay encapsulates the dark underbelly of our long-running and well-intentioned desire to be "data-driven" and prove "efficiency," especially when arguing internally for budget approvals. If you take anything away from this piece, take this:

"When metrics replace meaning – The most dangerous thing about this infection is that it feels rational. Dashboards look objective. Spreadsheets look impartial. But technology is never neutral; it comes with embedded incentives. A platform optimises for its own engagement, growth and revenue. If we aren't careful, we end up serving those imperatives rather than our own.

Brands disappear into the machine. Instead of creating ideas people talk about in pubs, we chase fractional uplifts on a graph. Instead of building desire, we build compliance with an algorithm."

Do yourself the massive favor a take five minutes to read the full essay at The Drum