Earlier quoted context omitted.
The problem is that the management at traditional media outlets have been conned into believing that they need tracking in order to serve their advertisers. Advertising worked fine before internet tracking was a thing. Everything from Coca-Cola and the New York Times down to Fred's Corner Dry Cleaner and The Podunk Tribune survived and thrived on the old, low-tracking model. It's companies like Google and the other i…
> by falsely convincing them that an ad view on a screen is worth 1,000 times less than an ad view on printed paper What makes you believe that this hypothetical comparison is false? The problem with traditional advertising is that everyone sees it, regardless of their interest in the subject matter or lack thereof. As an advertiser you have to pay to show your ad to a lot of people who aren't likely to be interested…
This is false. The internet ad tech companies didn't invent marketing demographics. Advertisers who want to sell things to old people advertise on TV shows and in magazines that appeal to old people. Advertisers who want to sell Product X advertise in places where people who want to buy Product X might see it.
No, traditional media doesn't have the granularity or seemingly instant feedback of online ads. But there's a reason that an ad in print has more gravitas and impact on the reader than an online ad. Digital ads are ephemeral, and are forgotten as quickly as they are seen. With the exception of writing an ad in the sand on a wave-washed beach, every single other advertising method has more impact than online ads.
What Google and Facebook brought to the game was targeting.
I wish that was true. If it was, then I wouldn't be bombarded by ads for things I have no interest in from companies in places I can't buy from.
Right now on my Facebook feed:
- Ad for a concert by a band I don't like in a city 600 miles away.
- Ad for homeowners insurance for a house I don't own from an insurance company that doesn't operate in my state.
- Ad for an Xbox video game. I don't own an Xbox, and don't play video games.
- Ad for a business credit card for a business I don't own.
Tell me again about how Silicon Valley's ad tech industry is benefiting both me, and the advertisers.