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It's my opinion that brand safety vendors, like attribution vendors, are technology designed solely for the benefit of ad tech intermediary players. They return no real value to publishers or advertisers, but make plenty of money for agencies and systems like DSPs and exchanges.Permalink On twitter.com
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What's the point of Chronotope/1236987135921737729?s=19On twitter.com
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.swodinsky is exactly right to note that these systems exist to drain money from the ecosystem. I would posit that is all they do. swodinsky/1340089840818397186?s=19Permalink On twitter.com
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The same is true with viewablity verification vendors, who visibly fail to work on huge swaths of the population...Permalink On twitter.com
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The same is true of attribution tech, which is supposed to reward the sites that show ads that you then act on, but mostly benefit intermediary systems instead of publishers and is built on a theory of marketing that doesn't hold up to a basic think through.Permalink On twitter.com
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You would have just as much ability to measure success if you fed random numbers into the reporting systems and judging by various journalistic investigations, that's basically what's happening.Permalink On twitter.com
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