Wed 31 Dec 2014 08:05:40 AM PST
2015: the year to save web advertising?
I spent some time with targeted online advertising from the advertiser side this year, looking at a data-packed dashboard and tweaking all kinds of stuff. Did not get to spend that much time on it, since I have to do a lot of different things for work, but did get to learn and try it out. And managing targeted ads is like all the most habit-forming parts of solving crossword puzzles, gambling for real money, checking and re-checking social sites, and getting sucked into a real-time strategy game. All at the same time.
But in the long run...
The more targetable an ad medium is, the more it provokes filters and regulation. (Do Not Call, the junk fax ban, spam filters, web adblock...)
The less targetable an ad medium is, the more it can support content, build brands, and get attention. (Even people who spent perfectly good money on a TiVo still watch most of the TV commercials.)
In 2015, we have an opportunity to save web advertising, by moving toward less targetability. While database marketers are all fired up about ads in native mobile apps, the main web browsers all have decent tracking protection available to users who choose to turn it on.
Individual sites and brands can't unilaterally give up the Big Data habit all at once, but I can help make my own site's users less trackable, which helps me a little bit right away and a lot more later.
Now is the chance to inform, nudge, and tempt users into doing what's right for publishers and brands. Some users like the "getting away with something" feeling of running an ad blocker, but IMHO most people will feel better about helping their favorite sites by getting tracking protection turned on.
End of year bonus links
BOB HOFFMAN: Why Your Social Media Strategy Sucks
Lauren Kirchner: Amway Journalism
Derek Thompson: The New York Times Is a Great Company in a Terrible Business
Robinson Meyer: I Drank a Cup of Hot Coffee That Was Overnighted Across the Country SHUT UP AND TAKE MY MONEY.
Rebecca J. Rosen: Actually, Some Material Goods Can Make You Happy
Richard Byrne Reilly: NSA spying might have affected U.S. tech giants more than we thought
AdExchanger: Beware Of Publishers’ Walled Gardens
AdExchanger: Answering A Squirrelly Question: 'What Is PII?'
Sean Blanchfield: 2014 Report – Adblocking Goes Mainstream
eaon pritchard: influencer theory is the wrong end of the stick
Allison Schiff: Fraud-day With Dstillery: Everyone Is Responsible For Fighting Fraud (In the long run, fighting fraud means fixing tracking.)
Matthew Garrett: My free software will respect users or it will be bullshit
Katerina Pavlidis: The day I realised my personal data was no longer mine
Stephany Fan: Do Beacons Track You? No, You Track Beacons
Doc Searls: How Radio Can Defend the Dashboard
Federal Trade Commission: Online ads roll the
Could different groups of people, including “protected
classes,” see entirely different ads? If the offer and
group are subject to legal protections, could the
result have a disproportionate adverse impact? Even if
they are not subject to legal protection, can some ads
be offensive or harmful to some audiences?
BOB HOFFMAN: Amazing Tale Of Online Ad Fraud
AdExchanger: Facebook And Google Are Bringing Walled Gardens Back
Amanda Tomas: My Day Interviewing For The Service Economy Startup From Hell (via The Awl)
BOB HOFFMAN: Hypocrisy By Proxy
Rachel Goodman, Staff Attorney, ACLU Racial Justice Program: FTC Needs to Make Sure Companies Aren’t Using Big Data to Discriminate
Andrew Casale: A Better Programmatic Supply Chain Will Root Out Fraud
Bourree Lam: Newspaper Ad Revenue Fell $40 Billion in a Decade
Jim Edwards: The Guardian Is Being Swamped With 'Dark Traffic' And No One Knows Where It's Coming From ("Dark" traffic is worthless to low-reputation sites, though. The less information available on individual users, the more that site reputation matters.)
MediaPost | Garfield at Large: These 15 Hottest Naked Celebrity Diets For Getting Audience Attention Will Shock You
Nicholas Nethercote: Quantifying the effects of Firefox’s Tracking Protection
Pew Research Center's Internet & American Life Project: Americans Consider Certain Kinds of Data to be More Sensitive than Others
eaon pritchard: sincerity is bullshit
Digg Top Stories: Somebody’s Already Using Verizon’s ID To Track Users
Doc Searls: Some thoughts on App Based Car Services (ABCS)
marks: Dark social traffic in the mobile app era -- Fusion (via Digiday) (via Digiday)
Simon Phipps: A shadowy consortium opposes your Internet privacy
Kelly Jackson Higgins: Online Ad Fraud Exposed: Advertisers Losing $6.3 Billion To $10 Billion Per Year
Media Briefing TheMediaBriefing Analysis: Guardian CEO: 'The idea we will survive by becoming a technology company is garbage'
Chris Smith: How publishers combat ad blockers
BOB HOFFMAN: Charts, Graphs, Facts, and Fiction
Ed Lee: Getting Tiles Data Into Firefox
Daniel Terdiman: Facebook goes all-in on advertising after years of laying groundwork
Bruce SchneierS: Over 700 Million People Taking Steps to Avoid NSA Surveillance
Antonio Cangiano: Don’t Count on Ads
Brian Braiker: Michael Wolff on digital media in 2015: ‘A deluge of crap’ (via Doc Searls Weblog)
Gretchen Shirm: The push: product placement in fiction
Ryan Gantz: Bad community is worse than no community
Justin Peters: The Sony Emails Are Fair Game
Ricardo Bilton: 4 publishers that killed their comment sections in 2014 (via Marketing Land » Marketing Day)
george tannenbaum: Writing copy.
Steven Englehardt: How cookies can be used for global surveillance
AdExchanger: The Publisher’s Guide To Domain Spoofing
Jeffrey Zeldman: Unexamined Privilege is the real source of cruelty in Facebook’s “Your Year in Review” (via One Foot Tsunami and swissmiss)
RichardStacy: Organic social media is dead: but was it ever alive?