He really paints a positive picture with the EU law and that big companies are going to shift, but that won't happen. The EU law is a joke and nobody will be really punished by that I assume. I would like too have less spying and the user in the driver seat of his own data, but that won't happen, there is just too much money on the table and the adtech system is waayy to big to just vanish. It's a fucking huge hydra
Brands need to fire adtech
31–40 of 160 posts
Re: Brands need to fire adtech
#32Obligatory: https://medium.com/@RickWebb/banner-fraud-doesn-t-matter-fc8...
"Here’s a message on behalf of brand marketers everywhere.† We know about banner fraud already. We just don’t care. Seriously. It’s fine. I mean, you got us into this mess years ago, and sure, it was kind of annoying, but you know what? It is what it is. To your immense credit, you have adjusted prices downward as you’ve made banners an ever-increasing stshow, so, actually, it’s totally cool. We like them. That’s right. I said it. We like banners. So stop telling us that they are useless. Everyone does not hate banners. You’ve thrown, god, what is it, something like 400 different, new, “better” ad formats at us now. But we keep buying banners. It’s time everyone accepted the truth: we’re not buying banners from you because it’s the only thing you can sell us, we’re buying banners from you because they’re cheap and they work."
Re: Brands need to fire adtech
#33My favorite version of nonsense in ads is the current mobile space. Assuming mobile data is $10/GB, a 1MB video ad costs the end user 1 cent. Quality (though not premuim) mobile ad space has a CPM of about $5, or a cost per impression of half a cent. So whenever you see an ad in a mobile app and you aren't on WiFi, you are paying 1 cent to use the app _and_ watch an ad and the publisher is getting less than half a ce…
> Assuming mobile data is $10/GB
That is incredibly steep though. I pay around $1/GB in the UK, which gives the publisher a nice margin, no?
Re: Brands need to fire adtech
#34Minor correction: Google was summoned to appear before a committee of the UK Parliament, not the Government.
A link to the meeting: http://parliamentlive.tv/event/index/ecd59f92-64b6-4450-96b6...
Re: Brands need to fire adtech
#35I feel like the author of this article is missing the reasons behind the rise of adtech in the first place, and doesn't really address how traditional advertising can compensate. There are at least three forces at work here: 1) People straight up don't want to see ads. Ad blockers, Netflix, etc. are a natural response to this. If your medium relies on traditional ads, there's an increasingly large chance that your au…
I don't think that adtech is offering anything more than a lateral move. Instead of hand-waving and tarot cards, now it's lying spreadsheets and "targeted" ads that we all joke about because they're about as targeted as a SCUD. It's just another way to get ad money out of people who aren't ready to accept that advertising is dying. Sure, for a while you can "sponsor content" and all of the other tricks, but eventually people get used to it, and they block everything else.
Basically the issue is that the argument, "You don't want everything to be a subscription/walled garden do you?!" turns out to have, "Actually yes, given the other options, yes we do!" as an answer. Especially when it turns out that the price of a subscription is highly negotiable when everyone is negotiating, and piracy exists.
Re: Brands need to fire adtech
#36 > Brands are bailing from adtech
> Let's be clear about all the differences between adtech and real advertising.
> Adtech is magic in this literal sense: it’s all about misdirection.
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Here's the reality:
Advertising (and moreso marketing) is all about finding the right consumers, capturing their attention, and converting that into some kind of action. Modern Adtech is primarily about that middle piece, capturing attention by distributing messaging to the right users at the right time and place. It's just plumbing. Technology that can be used for good or bad.
Also, all advertising is targeted whether it's a billboard or a banner on a website. Technology has allowed us to become much more specific through data and tracking but there are both good and bad examples of this.
When netflix shows you a recommendation for a show that you end up loving, that was a good ad. When you see an ad for shoes you've already bought, that's not so good. Either way it's technology that's being used with 1000s of other factors that produce that end result.
Does adtech have issues? Absolutely. 99% are because it's a global industry without any oversight or regulation. There is nothing that stops companies from running knowing fake ads, there are no fines when they run malware, there are no pushbacks when their JS tags ruin performance, and there is a fundamental mismatch in how media is bought through politics and personal connections compared to the sales and performance oriented outcome on which it is judged upon. These are human and business and industry problems that are neither created by nor will be solved through technology.
Re: Brands need to fire adtech
#37My favorite version of nonsense in ads is the current mobile space. Assuming mobile data is $10/GB, a 1MB video ad costs the end user 1 cent. Quality (though not premuim) mobile ad space has a CPM of about $5, or a cost per impression of half a cent. So whenever you see an ad in a mobile app and you aren't on WiFi, you are paying 1 cent to use the app _and_ watch an ad and the publisher is getting less than half a ce…
> Assuming mobile data is $10/GB, a 1MB video ad costs the end user 1 cent. Yeah and then the ads aren't even remotely interesting - most of in-app video ads for me are uninteresting-as-... F2P games (Clash of clans and countless variations - just how in blazes do these actually make money?!). But what I find even more annoying: that there apparently seems to be no way for the in-app ads to check if I already have a…
> just how in blazes do these actually make money?!
I'm guessing they expect to make it back on the occasional whale who can't control their spending on these types of games.
Re: Brands need to fire adtech
#38My favorite version of nonsense in ads is the current mobile space. Assuming mobile data is $10/GB, a 1MB video ad costs the end user 1 cent. Quality (though not premuim) mobile ad space has a CPM of about $5, or a cost per impression of half a cent. So whenever you see an ad in a mobile app and you aren't on WiFi, you are paying 1 cent to use the app _and_ watch an ad and the publisher is getting less than half a ce…
> Assuming mobile data is $10/GB That is incredibly steep though. I pay around $1/GB in the UK, which gives the publisher a nice margin, no?
I pay 10$/300MB in Canada on a major carrier.
Re: Brands need to fire adtech
#39My favorite version of nonsense in ads is the current mobile space. Assuming mobile data is $10/GB, a 1MB video ad costs the end user 1 cent. Quality (though not premuim) mobile ad space has a CPM of about $5, or a cost per impression of half a cent. So whenever you see an ad in a mobile app and you aren't on WiFi, you are paying 1 cent to use the app _and_ watch an ad and the publisher is getting less than half a ce…
> Assuming mobile data is $10/GB, a 1MB video ad costs the end user 1 cent. Yeah and then the ads aren't even remotely interesting - most of in-app video ads for me are uninteresting-as-... F2P games (Clash of clans and countless variations - just how in blazes do these actually make money?!). But what I find even more annoying: that there apparently seems to be no way for the in-app ads to check if I already have a…
the poor guy who's kid spends $300 on in purchases ends up subsidizing 10,000s of users.
Re: Brands need to fire adtech
#40This had to happen, but I weep for all the great tech created at Google enabled by these ad dollars that may not have existed otherwise. Hope they can transition to an alternative business model relatively quickly.
Relax, advertising is not going away. This is silly FUD article.