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swodinsky Iwillleavenow coreypein docadam This is sort of a complicated question made more complicated by a lot of intentional lack of transparency in the system. If we approached this from the "Does it make publishers more money?" perspective the answer is... maybe... At least that has a bunch of studies that say yes...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam But there are a lot of confusing factors. We found that improving ad tech's performance footprint while decreasing invasive tracking would often do just as well if not better in practice but hardly definitive...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam So there's a genuine question to be asked on that side as to if the improvement to revenue is really *tracking* or if it is *technology* over a long term measurement. But we should really put that aside because it isn't that relevant...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam All publisher tech to track users really exists for 1 reason & that's to convince buyers publisher sites can be as effective an advertising venue for them as Google & Facebook, & as any Ad Duopoly chart will show you it has worked for some pubs but not the industry as a whole...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam But the core of the problem & the right question you are asking is... does personalized targeting and user tracking provide an increase in effective outcomes for buyers because, given a choice, most publishers would rather not have that stuff, but *buyers* want them to have it...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam And here, things get a lot less provable. Will advertising be as effective with more privacy and less tracking? Well, the first part of that question is cost effectiveness: and for that the answer is: prob yes. The thing is...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam Buyer spend on publishers has gone up. Ad spend has gone up overall, significantly. But publishers don't see that send going up, to most their ad revenue is going down. So... why?...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam Tracking has become an excuse for more & more blackbox ad tech middlemen to sell themselves as data enhancers. They sit in the middle & theoretically add value, almost entirely by adding more detailed targeting capabilities against a user. This is immensely profitable for them...On twitter.com
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swodinsky Iwillleavenow coreypein docadam The middlemen are all *theoretically* doing more detailed tracking. Mby through connecting cookies, IDs, data segments, user fingerprints, etc... This is the multi billion dollar biz of ad tech, almost entirely these middlemen and the ad tech tax they levy b/c buyers want them...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam This biz is almost entirely worthless on its face. Most buyers don't use most of this data. Most buyers don't even use frequency capping, no matter how much they say they want it. Almost all of these companies are collecting and adding the same data or nonsense data or both...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam This is clear from stuff like Oath where a company with good user data purchased an ad tech company and found their entire database of "users" were basically useless and un-matchable to real people...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam And that's not even accounting for the fact that many middlemen leverage the same exact cookies, analytics, data, 2nd party data joins, etc... just package them up in slightly different ways to attract buyers...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam But because all the action tends to happen in this entirely unknowable middle of a transaction, no one that isn't a telecom can really verify that this data is bullshit. So they pay and pay. The goal being to be able to target people at detail outside of FB and Google...Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam So buyers spend more for a VERY unclear result. And yeah, Iwillleavenow's question is the right question to ask. Does it have a good answer? I've yet to see one. I suspect the answer is no though. There's no way the amount buyers are spending on middlemen could possibly pay off.Permalink On twitter.com
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swodinsky Iwillleavenow coreypein docadam (Especially considering almost all of them are pretty much bullshiting on actually being able to resolve users anyway)Permalink On twitter.com
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