You’ve heard the one about the drunk man looking for his keys under the streetlamp? After an age pacing back and forth, scouring the floor for them, his friend asks him where he thinks he dropped them. He points across the road, to a patch of darkness. “Why aren’t you looking there, then,” he friend asks. He shrugs. “Because this is where the light is.” Good joke. Everybody laughs.
Let’s talk about online political adverts.
