The numbers and why. Also in the programme, well be visiting the new silk road. It spans 7,500 miles, but how will businesses capitalise on the new train link between asia and europe . Its the uns International Day of happiness. Norway has come out top in the World Happiness index overtaking let us know what makes you happy in yourjob . Just use the hashtag bbcbizlive. Welcome to the programme. Its the lifeblood of firms. If people dont know you exist, or what you do, youll struggle to make much money. But advertising also costs money. So how do firms make sure theyre spending it in the right place and attracting the right customers . Thats top of the agenda for the industrys big annual get together in london this morning. So how much is spent on advertising . Around the world, across all forms of media its thought to be at nearly half a trillion dollars a year. But where companies chose to spend their ad dollars is changing. About 38 went on traditional tv adverts last year with 36 on digital platforms. This year online ads are set to become the biggest slice of the advertising pie. But the platforms which host the ads like google and facebook are grappling with a big rise in advertising fraud. This comes in the form of bots and software that tricks websites into thinking more people have actually seen an ad which means advertisers are overcharged for it. And this problem is growing, and some of the leading players in the industry are now warning that 20 percent of all digital ad spending is in danger of being wasted on fraud. With me is our Technology Correspondent rory cellanjones. Rory, this is something youve talked to some of the top bosses about, its a big dealfor the Advertising Industry isnt it . Its Advertising Industry isnt it . Its a crisis really. I think its a subject thats dominating chat at all sorts of Advertising Meetings and conferences. Dont forget, when Online Advertising came along, it had huge promise, you would be able to target people precisely, you would know more about who was seeing yourad, would know more about who was seeing your ad, then you would be able to measure the performance effectively. Both those things have been brought massively into question by the sheer extent of ad fraud. A Extent Ofadrfraudrarsurvey , ~ ~ fl out of the 80 predicted that out of the 80 billion spent worldwide on Digital Advertising, over 16 billion would be completely wasted and go in fraud. They are getting increasingly desperate about how to tackle it and they are getting very angry with the likes of google and facebook. 50 likes of goegleandeaceheekq 50 e what is likely to happen . I understand you can get software that you can bolt on to your ads to reduce this somehow if you are a customer wanting to advertise on ,;. ,t fszj, brig{ail z ea, we took down 1. 7 billion ads that violated their policy last year more than double the previous year. What should begans do who wished to advertise online effectively and not wa nt to advertise online effectively and not want to pay out for ads not being looked at by real people . Its basically a technological war, a bit like the arms race going on over cyber security. They need the best tools available. They are uniting now the Advertising Industry in a you have not seen them do way you have not seen them do before, saying, i heard a threat recently from the big agencies to google and facebook, listen if you dont sort this because you dominate Online Advertising, we are going to Online Advertising, weategolngte a boycott. That seems unlikely have a boycott. That seems unlikely because why would you move away from the biggest platform, but theyre making that threat. Interesting. Thank you, rory. More on that later in the programme. In other news. Uber president jeffjones is leaving the company after less than six months. A source at the Taxi Booking Company told the bbc the resignation was completely unexpected. They said mrjones was frustrated that uber was hiring a new Chief Operating Officer and that he was not among the candidates. But according to Technology News site recode, mrjones left because of ubers continued struggle with issues around sexism and sexual harassment. South korea has complained to the World Trade Organisation about china, saying the worlds second largest economy put restrictions on its goods in response to the installation of anti missile system. Chinese authorities have closed stores of south koreas lotte group, but beijing denies the link between the closures and the defence system. China is south koreas largest trading partner. Brazils president michel temer has sought to reassure Foreign TradeMeat Industry does not mean its products are unsafe. In a meeting with ambassadors from europe, the United States and china, mr temer said his government is confident about the quality of brazilian meat. Top meat packers have been accused of selling rotten produce for years. Brazil is the worlds biggest red meat exporter. Uk telecoms Giant Vodafone has merged its Indian Business with idea cellular, indias Third Largest network, to create the countrys largest operator. Sameer hashmi is at the Companys Press conference in mumbai. Sameer, bring us up to date. This is a big deal create ago huge organisation when all the signing is done on the dotted rhine . That is right. Dotted line. Its a mega merger. There are still a lot of issues that need to be sorted out and thats the reason why both companies have said that it will Ta Ke Companies Have said that it will take up to 2a months for the merger to complete. 0nce done, it will be the largest telecoms in the largest Telecoms Company in india with nearly 400 million users, a huge market share in india. There isa a huge market share in india. There is a huge price war happening. There is a huge price war happening. There isa is a huge price war happening. There is a Company Owned by another company, offering Internet Data at dirt cheap prices which has forced big players to come together to cut losses and make money in this highly competitive market. Remember with over a billion phone users, india is an attractive market but to make money they need to consolidate the size of this market. Thats what the companies are trying to do. Thank you very much for keeping us across that. I know you will follow the that. I know you will folloggzzg. And that. I know you will follogylzzg. And turns of that as it twists and turns of thatfisit most asian markets lower at the start of a new week following on from the rises last week after the fed Rate Decision and easing of fears over the election in the netherlands. 2. 2 . Cggggwdgggegggi lower on friday. European markets look like this right now on whats likely to be a quiet day for corporate and economic news. Samira has the details about whats ahead on wall street today. Last week they were raising interest rates, this week beneficials will be Business Write Speaking at events around the country. The Federal Reserve will be giving opening remarks at a Research Conference and a fed official will conference and a fedofficiazlgyl; be speaking. Nike will be also be speaking. Nike will be reporting earnings on tuesday and the company is struggling with increased competition from under armour and adidas in north america. Nike still holds a big part of the Footwear Market but are Footwear Market but rivals are gaining strength. And finally on thursday, the worlds biggest video game retailer, game stop, will be reporting earnings. Lower sales of Video Game Titles will likely hurt the compa nys earnings. Joining us isjessica ground, uk Equities Fund manager, schroders. Good morning, nice to see you. A new trading week but it feels flat after the flurry of last weeks activity. We had a fed Rate Decision. Japan is closed, not much going on. Deutsche Bank Grabbing Attention for the h Bank Grabbing Attention for the ff reasons again. Bank grabbing attention for the 5 reasons again. Fill us in wrong reasons again. Fill us in about Deutsche Bank . Deutsche bank has been a long running saga. German industry has always been fantastic, very high returns, but banks have a lwa ys very high returns, but banks have always really struggled to get good returns and this has been deutsches suring up of the balance sheets, selling off asset management. To europe. We heard a lot of economic data, the Unemployment Figures and growth figures. Inflation this week. What are we expecting . Its not to be great. We have got going to be great. We have got wea ker going to be great. We have got weaker sterling and higher Oil Commodity prices so that naturally is going to be inflationary. We a lot of things so that will import a lot of things so that will be coming through in food, as well as petrol. Interesting though that the dollar is weakening over the weekend. We are looking today at the pound dollar, the pound buying quite a bit of collars unusually today dollars. Quite unusual. The fed yes, an official rate rise, but then people feeling it was quite dovish, so people feeling it was quite dovish, so the fed saying they are going to be watching, doesnt need to rise a lot very quickly. The Bank Of England though is more hawkish and really saying its going to be watching the Inflation Figures very closely. And briefly, im looking at the board there, theres not a huge amount to get excited about. Sally i on the fact that we had tacked er7 the fact that 77e bed 31 ,, ~ ~ ~ ,, tacked ee 7th7e f3t th3t 77e 733 31713 3. ~ ~ ~ 3. Last tajhed 733 the f3t th3t 7~7e 733 31713 3. ~ ~ ~ 3. Last week. What tajaed ea7 7tae f3t ta3t 7~7e a33 31713 3. ~ ~ ~ 3. Last week. What is the excitement last week. What is the excitement last week. What is the next thing to look out for . 3 7. 7. 7. 7. 7. 3 3 7. . 7. 7. 3. 7. 5. 7. 737 77 3 3773 3 ~ elections. 337. 7. 7. 7. 7. 3 3 77. . 77. 7. 3. 7. 3. 7. 77 77 3 3. 7. 73 . ~ elections. Just really european elections. Just really Policy Uncertainty in the us and uk Policy Uncertainty inthetjsendtjff Policy Uncertainty inthefusandtjff wondering how much uncertainty won wondering how much uncertainty there will be. Europe has been staging a good economic recovery, people will be wanting that to continue. Well watch that closely. Nice to see you. Thank you. Still to come on the programme well be visiting the knell silk road, spanning 7,500 miles, but how will businesses capitalise on the stay with us for that. You are link . Stay with us for that. You are with us now on business live news. More now on europes largest gathering of Advertising Industry leaders. The uks Advertising Market is worth around £200 billion. With targeted advertising coming underfire for adverts placed next to extremist material, what are the other challenges facing british advertisers . Edwina dunn is the Chief Executive of starcount and she was co founder of dunnhumby, the firm behind the tesco clubcard. A very good morning to you. Lets talk about what you do with the data because clearly you are an expert in all of this and know what consumers doing, how and where they shop, are doing, how and where they shop, and that is the joy of Digital Advertising and marketing, you have more information about customers than ever before . Yes, that is right. Actually, when we started work with tesco on clu bca rd we started work with Tesco On Clubcard 20 we started work with Tesco On Clubca rd 20 years we started work with Tesco On Clubcard 20 years ago, people said that targeted marketing would never be relevant because tesco is a mass market brand. And so no one really could conceive the Idea Of Sending N 334 3 3 messages could conceive the Idea Of Sending N 333 3 3 messages to could conceive the idea of sending messages to millions differentiated messages to millions of but it worked and it of consumers. But it worked and it propelled them from, you know, place in the market to almost third place in the market to Market Leader by a massive percentage. I feel where we are in the market right now is in a similar position. People are saying, you know, digital and being able to reach millions of people means i know, digital and being able to reach millions of people means that theres no role for selective or targeted advertising. People get everything. I think its the time that its going to g everything. I think its the time that its going to q now everything. I think its the time that its going to now and that its going to shift now and there are going to be some companies out there that are really clever in w out there that are really clever in 33 they out there that are really clever in they actually. Out there that are really clever in j they actually selectively out there that are really clever in j they actually selectively offer how they actually selectively offer up how they actually selectively offer up content and messages. And that, to some of us listening, and that teseme of us listening. Bea and that teseme of us listening. Be a worry because we are might be a worry because we are finding out that you are becoming much more clever at targeting us and using the data that you do receive abbot us using the data that you do receive abogt us and using the data that you do receive about us and i are using the data that you do receive abogt us and i are concerned using the data that you do receive about us and i are concerned about about us and we are concerned about where that is going and how its used . I think the fact is, consumers have gotte n used . I think the fact is, consumers have gotten used to free stuff. People, mainly getting some idea of what theyre interested in. That combination of wanting free stuff and knowing them, that puts huge demands on companies to actually be smarter with data. Flavoursome all of the technology has been rear view mirror, analysing people did. The future will what people did. The future will be. Sorry to interrupt. Youre with now, you might not pay much attention to them, but white fridges, Washing Machines and dishwashers are all household essentials. Operates in more than 100 countries including the United States. But now they want to expand into china. Worth 4. 89 trillion, overtaking the us. Its now valued at 4. 82 trillion, but high end Home Appliances have been a weak spot. Sales have fallen in the past few years and there are worries that chinas Property Market is cooling. Arcelik is europes Third LargestHome Appliances company. As the silk road is revived with the new train link between britain and east china, does that really open the door to new trade links . Hakan bulgurlu is chief welcome to business live. Now, you are a turkish company. You been around for many years and have been around for many years and youve been with the company for sometime yourself. And youre very established in many countries Around The World including china, but for your company, how big an opportunity did does this new link provide for you . I personally firmly believe that the Economic Growth engine of the world is shifting to the east together with the enlarging middle classes i think South East Asia and the Indian Subcontinent will take a larger share of global gdp. Arcelik were trying to position beko our brands. Turkey has a long standing tradition of trading on the silk road. Today with chinas investment in one belt, one road policy and the giant Infrastructure Projects that are going in both in South East Asia and the Indian Subcontinent i believe there will be lots of opportunities. We have established a Manufacturing Base in thailand with Sales Subsidiaries in many of those countries. , Sales Subsidiaries in many of those gauntriaa. But Sales