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I can't believe anyone wouldn't take it as an obvious given that the methods, means & ends which define success are significantly different at each layer of ad tech. Publishers have a different understanding of success than SSPs, SSPs have a different definition than brands, etc.Permalink On twitter.com
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Ad tech is fundamentally about building marketplaces within marketplaces. It's probably the *most* capitalist thing you interact w/on a daily basis. As such it is constructed w/understanding that each individual actor will maximize their profit & that somehow will equal success.Permalink On twitter.com
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Now you (and I) might argue that's dumb and bad and capitalism is dumb and bad, but that's irrelevant to the construction of the ad tech ecosystem. Everyone is completing with everyone to maximize profit. That's how this works. It's how it all works!Permalink On twitter.com
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The clearest poles on each side of the ad tech ecosystem are publishers & advertisers. They are clearly oppositional market forces. Advertisers want to drive prices down. Publishers want to charge more. That's why the last ten years have iterated thru 3+ auction mechanisms.Permalink On twitter.com
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They both want to satisfy each others needs but that friction is still there. That's how the market works because that's how markets work. Supply wants to sell high. Demand wants to buy low. We can acknowledge that and say its fine. Or at least... **by design**...Permalink On twitter.com
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The whole conceptual shape of advertising is in the compromise between these poles. And between the other interests at play! SSPs want to minimize bids, DSPs want to find the long tail, etc... etc...Permalink On twitter.com
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Anyway... pretending that any grouping of different layers of the ad tech ecosystem could have a single definition of success is crazy. It's literally impossible by design of the ecosystem. And that doesn't even get into parasitic or malicious middlemen!Permalink On twitter.com
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All the layers of ad tech can work together, but they're not working to the same ends except for making sure the ad that starts on 1 end of a network request ends up at the intended other end. After, interests start to diverge (& exchanges can barely give a crap even about that)Permalink On twitter.com
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We all have our own goals and our own market chunks to optimize. That's cool. That's the design. That's a marketplace. That's capitalism. That's what we're doing in ad tech. It's ok to say 'hey, we want different things, but we need a working system, let's make sure it works'Permalink On twitter.com
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Permalink On twitter.com
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I don't think you need a philosophy degree to acknowledge that capitalist systems are inherently competitive!On twitter.com
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