Programmatic advertising systems are responsible for placing the vast majority of digital ads on the web, using sophisticated algorithms to match products with potential customers automatically. Only a handful of companies control this technology, helping sustain their monopoly over this multi-billion dollar industry. ‘The Click Trap’ (Peter Porta, 2024) reveals how this same digital advertising economy is also helping to fuel scams, dis- and mis-information, and extremist hate online, making dodgy, and even criminal “content creators” rich in the process.

“The Click Trap is not just a documentary; it’s a call to action, emphasizing the urgent need for vigilance and reform in the digital realms that shape our perceptions and govern our realities.” — The Latin American Post

Peter Porta (Barcelona, 1982) is an award-winning director and writer, with strong experience in documentary film. Recent projects include directing 2×30-minute episodes of the Olympic Channel’s award-winning docuseries, “Against All Odds”, which aired globally on NBC, Eurosport and beIN. Peter was also director and cinematographer of the short documentary, “The Jesse Daniels Story” (2019) which has screened at festivals internationally and won several awards. The Click Trap is his first feature documentary.

Following the screening, a debate with Peter Porta | Director of The Click Trap, and Claire Atkin | co-founder and CEO of Check My Ads

Moderated by Antonija Bilić Arar | editor at ShiftMag