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lol there is a lot to unpack here. For one, I'm pretty sure that GroupM can't push off legal liability that way. But on the other hand, uhhh publishers prob are going to need to start passing data to advertisers sort of like this. I mean... digiday.com/media/publishers-feel-cornered-by-groupms-new-data-protection-contract-for-gdpr/Permalink On twitter.com
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Yeah, the questionable legality of this contract is a huge issue, there's a lot of overreaching and GroupM is approaching it so ludicrously dictatorially that it is bound to run every publisher the wrong way. happensinadops/978635871082729472Permalink On twitter.com
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But also... yeahhhhh you want the high CPMs for programatic ads? No user is going to consent to being tracked by some ad tech or agency firm they have never heard of. Either publishers are going to have to pass data or the marketplace has to change significantly.Permalink On twitter.com
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But then again a lot of people see these regulatory changes as basically a way to end user tracking. So in that sense, GroupM v Publishers conflict here could be seen as an expression by publishers of a desire to force the Ad Tech marketing bubble to pop. But that's pretty meta.Permalink On twitter.com
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Here's the thing... what is the most desirable endpoint on the other side of GDPR? I mean... for *READERS* not necessarily for ad tech, or brands, or marketing tech, or publishers?Permalink On twitter.com
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I think the answer to that question comes from another question: When ads go wrong--when they leak personal data, are slow, invasive, or even dangerous--who do readers blame for those faults? The answer is publishers...Permalink On twitter.com
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Reader generally won't consent to being tracked by GroupM and when a GroupM ad goes wrong, no reader is going to blame GroupM. Or *ANY* middleman ad tech org or advertising brand. They will blame publishers...On twitter.com
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So the natural conclusion here is the operation to which website visitors assign agency for their user experience is the organization operating the website: the publisher. So who should be making calls on what user data gets collected, passed on, etc? Publishers.Permalink On twitter.com
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I mean, this is the natural and in my mind most desirable endpoint from a reader perspective. They get to hold accountable the organization they understand as accountable, the one responsible for the site they are on. Readers aren't the only winners either...Permalink On twitter.com
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In this new setup publishers handle the mechanics of data collection and pass it on only to trusted partners. No more endless runaway network requests or machine-killing analytics JS mysteriously pulling itself through ads...Permalink On twitter.com
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And it would mean establishing a single consistent and transparent protocol for collecting and passing analytics and user data from publishers to advertisers, with potentially a process made clear not just through code but through legal means, like HIPPA...Permalink On twitter.com
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With a transparent protocol, there also wouldn't be any need for endless duplicative metrics scripts. It would and should work like DFP SafeFrames are supposed to. A consistent on-page API for back and forth communications between advertisers and publishers...Permalink On twitter.com
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Advertisers could specify analytics vendors they desire the publisher to work with, and those costs could be built into ad buys. Reasonable limits could be set and ads would become a lot more trackable through the entire trafficking process...Permalink On twitter.com
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Advertisers would get clearer and more consistent analytics. Publishers would get better control over what does and doesn't run on their sites. Readers would get a better experience and be able to know and communicate with the brand they hold responsible for their experience.Permalink On twitter.com
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It would really be a win for everyone except the blotted bubble of crappy duplicative ad tech middlemen. We need to eliminate them from the chain anyway, so... really a win overall in my mind.Permalink On twitter.com
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It's easy to wave this off with a 'advertisers don't trust publishers'. But they don't trust agencies or ad tech either. And they trusted publishers once upon a time. If publishers put in the hard work, perhaps they could again. Chronotope/978640121363927040Permalink On twitter.com
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