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I think there is an increasing risk that the future shape of podcast listening as dictated by big tech and smart speakers will move control of podcast ads away from the people who make and publish podcasts and towards the makers of the listening devices.Permalink On twitter.com
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It has been a long time and there remains no real change to the status quo of online advertising in all its forms, which is: delegation of control to big tech services. In Display, there is still some (though very very small) competitive pressure because top pages can swap tech.On twitter.com
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Mood +3 🙂
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If the controlling technology for delegation of control over ads becomes the *device that is being listened to* then creators lose any capability to create competitive pressure to assure fair compensation. They will be completely subject to the rules of the device.Permalink On twitter.com
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Blocking an *app* like Luminary does not block *access* by a listener. They can & do get more than one app and though the current trend of app==channel is not great at least it gives a creator the opportunity to create pressure between the providers they are delegating control toPermalink On twitter.com
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But a world in which the creator must potentially block whole devices in order to create pressure seems unsustainable because it is both a significant slice of the audience that isn't likely to change devices and the number of physical device providers is *highly limited*.Permalink On twitter.com
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It is hard to imagine the consequences of this process because while the logic is increasingly familiar to those of us who spend time with ad tech it is currently invisible to consumers. But...Permalink On twitter.com
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... imagine if the company that supplied your cable box determined exactly what ads got to be shown against what TV shows and was also responsible for reporting on the success of those ads and deciding how much money those shows received from the ads and you might get an idea.Permalink On twitter.com
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There is an opportunity for big tech to force all podcast creators to delegate complete control over to them, w/no accountability to anyone but big tech & whoever big tech chooses & there is nothing in past or present to indicate big tech would not take that opportunity.Permalink On twitter.com
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Mood +7 🙂
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And judging by the state of ad tech, there is no entity set up well enough to properly resist such a move. It would happen by fiat because we have decided to look at smart audio devices as platforms rather than methods of transmission.Permalink On twitter.com
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It almost goes without saying that this would end up extracting immense revenue from creators, but imagine a world in which 1-3 sources weren't just the prominent sources of traffic, but the only sources. And also controlled all success metrics. A chilling effect seems likely.Permalink On twitter.com
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Mood +3 🙂
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I wonder if there's a real need for regulatory requirements around how smart speakers are allowed to make rules around form and content of what is being supplied to them. If we need to think about this as a fundamentally new transmission medium in the long term.Permalink On twitter.com
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Admittedly this is a risk that might never be realized. Tech platforms have previously shown some appetite for self regulation to avoid consequences, but as those consequences have failed to materialize meaningfully I wonder if they are more willing to take direct control here.Permalink On twitter.com
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Our government is so unprepared and deficient in technical knowledge it is hard to see them stepping in properly.Permalink On twitter.com
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