,
26 tweets,
7 min read
Read on Twitter
Trust is declining btw consumers, advertisers, pubs for range of reasons. been tracking for 3yrs == automation w/out proper frameworks. /1
to be crystal clear, this creates opportunity. trust is built in times of vulnerability and uncertainty. we have that NOW in digital. /2 
problem: digital ads trusted less than any other ad format. some of this is immaturity, volatility and change but doesn't negate issue. /3
digital premium news & entertainment get 80% of their revenue from digital advertising so this is an important issue to solve - quickly. /4
for years, the industry press has understandably hyped 20%+ growth in digital advertising which has buried the underlying problems. /5
we could see the growth was happening with intermediaries who sit between consumers and the news and entertainment they seek and trust. /6
we best captured 2 companies dominance (due to data collection) w this chart last year. they want to bury "duopoly" convo but just math. /7
here it is as a pie chart which @hblodget first showed last Fall at Ignition..this is net revenues so don't believe TAC counter argument. /8
shift to programmatic is real -> allows automation, simplicity and scale of google/facebook. It should be embraced & properly executed. /9
programmatic has unleashed significant innovation, VC, job opps, small businesses. again, all great things. organizing is tough, though. /10
and yes, intermediaries provide value BUT in a black box / opaque supply chain they can take more than they deserve AND control it. /11
$ leakage being discussed but continues to miss on data leakage where most $ is established. intermediaries taking marketers/pubs data. /12
interrupting wonky media business tweets for a humor break. yes, when I saw this, @theonion reminded me of the ad tech supply chain. /13
just how dominant are the duopoly in data collection? G can collect data off most top 1 million websites. rest of adtech can't keep up. /14
all leading to regulation on table (mostly in EU), also Safari stepping in to prevent tracking users & users are installing adblockers. /15
adblocking difficult, most parties refuse to discuss tracking issue while at same time criticizing Apple for its working to address. /16
adtech/duopoly protection racket includes 4 myths being spread around here and in the EU. I addressed all four of them to clear facts. /17
behavioral targeting across wider web is overvalued. yes, it increases CPMs of avg inventory but still a subprime (<$1cpm) market. /18
shift to open exchanges (blind programmatic) real but CPMs are 1/6 of direct. won't pay for premium pubs unless environment also valued. /19
advertisers starting to understand audience targeting without environment/context is direct response...but not building desire/demand. /20
"data-driven ads" is loaded term. None of these terms are equivalent: data-driven, behavioral targeting, relevant, targeted, all diff. /21
ad trade bodies want to suggest users won't pay for content but this is inaccurate and each day a new generation acts differently. /22
EU's new rules create significant risk for Google and Facebook so be cautious on listening to their messengers fighting against rules. /23
in-fact, the new EU data rules will likely move industry to better meet consumer expectations and value consent, publishers' strengths. /24
here is outside counsel analysis on how new EU rules will impact duopoly and create significant risk for them. digitalcontentnext.org/wp-content/upl… /25
bottom-line, data ownership rules are critical to future of web and quality content. don't sleep on and protect what Goog/FB want/need. /26
