Thread by @jason_kint

Watching @shenan kick off nyc industry conference (@adexchanger). Reed is a longtime leadership voice on improving digital media. Today: “we run ads in places we are proud to run them.” If every marketer took this approach, the world would be much better off. #PROGIO🧵 /1 twitter.com/i/web/status/1…

Reed gives Google props for delaying deprecation of 3rd party cookie. Reality is G put out misleading research on impact and antitrust + privacy laws are a hornet’s nest for G. Like their shenanigans with rollout of GDPR, it hits at intersection which threatens G’s biz model. /2

Which leads us to session 2, an interview of Google senior exec, Dan Taylor. Lots of laughter from interviewer whether G is bluffing on cookies going away. Sort of nuts with global lawsuits vs Google for abusing industry by leveraging market power on all sides of supply chain. /3

G now discussing 1st party data. Little known but very important secret: UK regulator found the majority of Google’s data is actually as a third party when a user doesn’t intend to have its data being mined by Google. Only one other major platform fits this: Facebook. #PROGIO /4

We’ve seen what happened to FB when Apple cut out FB’s tracking of users. G is attempting to keep data/“consent” by: 1) forcing it in EU, 2) getting pubs to assist sign-in, 3) leveraging its dominant user agents (browser/OS). All under threat in CPRA, court cases (eg NdCal). /5

been a few yrs since I’ve been in-person at a major adtech event. It’s remarkable to be in a room with 1,000+ companies nearly all dependent on positive relations with Google, watching G on stage, knowing any friction in G’s $ may also hurt them as G effectively controls $. /6

😂 when Google executive (Taylor) says in response to questions about regs including CPRA that they’ve long supported a federal privacy law. G has significant influence over most trade groups who long fought any substantive improvements to privacy by lawmakers or regulators. /7

Google session over. Not one question about their adtech and self-preferencing lawsuits in Brussels, UK, SDNY, DC or new antitrust laws on parliament floors that Google operatives are spending millions to thwart in many of those same places. Disappointed. #PROGIO /8

On to a more refreshing and authentic panel, @OSchiffey interviewing execs on the future of TV measurement. Huge opportunity and challenges here. NBCU, WMD, Omnicom senior execs all on stage, significant change and growth here. /9

Kelly Metz of Omnicom shares frustration with YouTube and Google in that they try to lump all ads together (this is a necessity to G’s extraction of media industry welfare). “The largest screen in the house is the most important one, and very different than any others.”-Metz /10

NBCU exec (Kelly Abcarian), makes smart, important points on making certain we don’t mix UGC (user-generated content) with premium content allowing them to be treated as equal (with data overlayed) and we lose context for the content. /11

Not sure Kelly Metz at Omnicom has spent much time thinking about consumer expectations around privacy and emerging privacy laws. I believe her holy grail targeting world she keeps propping is very much at odds with the future. Proxies and cohorts will play a material role. /12

A sponsored @StackAdapt session now injected into program but it feels honest about benefits of contextual AI. Authentic as it also acknowledges retargeting performance advantages (which will be under more and more pressure as they’re checked by consumer expectations). /13

One more session before break (and I need to head to a call). This is a bank exec from Wells Fargo providing his take on the AVOD boom, tv and streaming business. To be fair, he acks upfront, no pun intended, this is his view of the world but he may get a lot wrong. /14

Scary cord-cutting chart pulls out the iPhones in room for pictures. It all sets up an AVOD point but haven’t heard impact of FAST yet. Self-promo here as we put out this research last week to our @DCNorg members. /15

https://twitter.com/dcnorg/status/1580647562104610816

Aaah. I now see Google’s session was sponsored by - you guessed it - Google. Uncomfortable to have a monopolist paying to spread propaganda to a room that is beholden to it. We’ll hear from FTC at 11:30 today as they embark on their commercial surveillance rulemaking. #PROGIO /16

For those who track industry events, here is #PROGIO at 10am vs opening at 8:30am. They did a very job getting people into room as I expect many showed up a bit late as conference goers gets their kinks out - or show off their new monday habits. Anyway, packed room now. /17

OK, I’m back. Bummed to have missed adtech panel but made it back for interview with @FTC’s Rashida Richardson who is playing a key role in the important rulemaking of commercial surveillance - disruptive to much of room’s biz model. #PROGIO /18

Richardson points out rightly that their work around data protection concerns is informed by the FTC’s enforcement work. Left unsaid is Facebook paid them $5BILLION with a “B” in order to avoid further risk to the company and top executives still playing out in other courts. /19

Richardson doing great job laying out harms of unbridled data collection particularly for the room of companies who in the main acquire data from users when they’re not even intending to interact with them and likely don’t know them. She doubles down on term, “surveillance.” /20

“Are you comfortable with the data practices that your company currently employs?” is the question she leaves for the room after prompting from @OSchiffey. /21

Microsoft senior exec responsible for its adtech biz, @RobWilk. Convo starts on Netflix deal + xandr deal. He leans into differentiator of privacy and then that MSFT’s core biz isn’t advertising (aka google). I buy this. If they stick to it. /22

Worth noting MSFT chief privacy officer is a former FTC Commissioner who understands issues well. She quoted me at adexchanger 6yrs ago about the importance of improving privacy controls and shoring up the supply chain as the adtech complex was eroding consumer trust. /23

Industry moves super slow due to Google/Facebook gatekeeping, “No business has ever succeeded long term without meeting consumer demands. So, instead of fighting consumers, let’s give them what they want: More transparency and better controls.” /24 ftc.gov/system/files/d…

Stepped out from @adexchanger #PROGIO to this storefront. Nice reminder they just settled with CCPA for data practices including not honoring Global Privacy Control which has yet to come up once this morning. Adtech has heads in sand especially w/ CPRA rulemaking + Colorado. /25

Speaking of 💣, California just dropped mods for CPRA which will be the strongest privacy law for adtech in US starting 2023. It very much provides a backbone to tracking prevention by users - think Apple - with a simple global privacy control. /26 #PROGIO cppa.ca.gov/meetings/mater…

Publisher panel opens w question whether they’ll be better off in a world without third party cookies. All three say “yes.” @juliabeizer nails it flagging they have the benefit of direct, trusted relationships for their brands with their audiences (and advertisers). /27

Moderator just misrepresented what Chrome Incognito mode does (I’m sure unintentionally) suggesting “signal loss” when it’s turned on. Not for Google! This is basis of a major lawsuit in NDCal vs Google (Brown v Google, there is a related and larger case Calhoun v Google). /28

Anyone charged with providing guidance to adtech industry should not be underplaying the importance of GPC (global privacy control). It’s in the law, it’s in the regs, it’s very similar to what Apple is doing with its tech, shouldn’t be dismissed, and it serves consumers. /29

https://twitter.com/jason_kint/status/1582100835273564160

Four takeaways from #PROGIO today: 1) packed, adtech is back, looking for biz, jobs, disruption, 2) google still buys love, no real criticism on stage nor for FB 3) CTV red-hot but chaos coming for measurement, standards, etc 4) privacy convos missing reality of CPRA regs. /30✌🏼