Unclickable is a documentary that sets out to expose the underbelly of online ad fraud—and succeeds in showing just how terrifyingly easy it is to game the system. A small team builds a fake media empire from scratch, using AI to generate bland clickbait, botnets to simulate traffic, and then cashing in on programmatic ad revenue. It’s DIY media manipulation 101, and to its credit, the film demystifies the mechanics with accessible examples and a disarming sense of "yep, this is happening everywhere."

But while it’s somewhat enlightening, it stops short of being revelatory. The doc makes its point clearly—this ecosystem is broken—but doesn’t quite excavate the deeper roots or implications. Most notably, its case studies focus on fake political news sites, and in doing so, it leans hard into the idea that these operations are purely financially motivated. That framing feels a bit too convenient, subtly brushing aside the ideological machinery at play. As if the only reason misinformation spreads is to make a quick buck, not to sway minds or elections.

Still, there’s value in watching Unclickable for what it reveals about our current ad-driven internet—one where engagement can be manufactured and the line between hustle and harm gets blurrier by the day.