Understanding the Rise of Duplicate Image Replacement: Background Context and How We Arrived at This Point

Milan's digital advertising sector is facing a significant challenge with the increasing presence of duplicate images in online campaigns, affecting major brands and advertising agencies across the city.

This issue matters now because the city's fashion and design economy, which is a global leader, relies heavily on digital marketing to reach its audience. With the Milan-Cortina 2026 Winter Olympics approaching, the need for effective and efficient digital advertising strategies is more pressing than ever. The centre-right Lombardy region's tension with the centre-left city government, led by Mayor Beppe Sala, has also highlighted the importance of innovative solutions to support local businesses.

In Milan, specific neighbourhoods like Brera and Porta Nuova are hubs for fashion and design companies, with many organisations like the National Chamber of Fashion and the Milan Polytechnic University's Design School playing a crucial role in shaping the city's digital landscape. The city's luxury sector, which includes iconic brands like Prada and Gucci, has a significant presence in the Galleria Vittorio Emanuele II and the Via Montenapoleone, and is also affected by the duplicate image replacement issue. Initiatives like the Milan Digital Week and the Lombardy Region's Digital Transformation Program are working to address this challenge and provide support to local businesses.

Local Data and Evidence

According to a recent report by the Milan Chamber of Commerce, the city's digital advertising market was worth €1.3 billion in 2025, with a growth rate of 15% compared to the previous year. However, the same report highlighted that duplicate images account for up to 20% of online ad impressions, resulting in a significant loss of revenue for advertisers. A study by the Politecnico di Milano found that the average cost of a digital ad campaign in Milan is around €50,000, with some campaigns reaching up to €200,000. With the duplicate image replacement issue affecting up to 20% of these campaigns, the financial impact is substantial.

As the city prepares for the 2026 Winter Olympics, it is essential for businesses and organisations to understand the background context and how we arrived at this point. By acknowledging the factors driving the need for duplicate image replacement, such as the increasing use of AI-generated images and the lack of standardisation in digital advertising, companies can take practical steps to address the issue. This includes working with reputable ad tech providers, implementing robust image verification processes, and collaborating with industry partners to develop innovative solutions. By doing so, Milan's digital advertising sector can continue to thrive and support the city's fashion and design economy, while also ensuring a successful and engaging experience for visitors and spectators during the Olympics.