Sat 06 Dec 2014 09:24:34 PM PST
Thought Leader Insights
Thought Leader Rob Rasko writes:
One of the greatest fears publishers face is an
impending loss of revenue, based on the spread between
what they earn selling their premium inventory and
what they earn from programmatic. In some instances,
the delta between publisher premium and programmatic
can be as great as ten to one; in other words, some
publishers’ programmatic ads are earning only ten
percent of what their premium counterparts earn.
Since programmatic is here to stay...
Too much corporate speak. Let's see if we can find someone who puts it more clearly.
Adtech proponents don't say it like that, though.
It's not adtech people wanting to take web
publishing's ad revenue away on their own initiative.
Programmatic is here to stay and it's all
INEVITABLE because of TECHNOLOGY and stuff. How
about that Internet, disrupting the economy again?
What can you do?
This is, of course, bullshit. The
mess that web ads are in, where adtech
destroys more value than it
captures, is a matter of economic
not technological inevitability. Like all
long-running varieties of bullshit, the adtech
variety depends on different qualities to get past
different people. It beats regular marketing
people's filters by having just enough math in
it to scare them. It gets past the technology
people by appealing to one of the oldest, most
deeply held IT biases: if it was hard to write, and
technically elegant, it must be good. (Ever notice
how so many tech people automatically say
ads even when targeting reduces a medium's
Finally, the people with the best chance of detecting
adtech bullshit—journalists who cover business
and the web—are kept looking the wrong way by
their own pride in the editorial/advertising firewall,
which is ordinarily a good thing.
So what's the answer? Let's look at the chart.
Print is moving down and to the left. It'll be too small for analysts to bother tracking within a few years. Mobile is moving to the right, and a little up. All the web has to do is let mobile take over the bottom right corner, which it's on its way to doing, and move up and a little left to get out of the way and take print's old niche.
That depends on fixing third-party tracking, though. Maybe, if we can somehow get all the Thought Leaders to focus on native apps while the web quietly fixes its trackability issues, it'll be fixed before anyone knows it. Especially if publishers can give the audience a little nudge.
Leslie Anne Jones: Trapped between Yelp and a hard place
Alana Semuels: Is There Hope for Local News?
Rance Crain: Is Consumer Tracking the New Advertising?
Baekdal Plus: The Four Laws of Privacy - (by @baekdal)
John McDermott: Google’s display advertising dominance raises concerns
Lucia Moses: Inside T Brand Studio, The New York Times’ native ad unit (via Mediagazer)
Judy Shapiro: It's Time to Balance the Tech-Human Element in Marketing
Samuel Gibbs: Europe’s next privacy war is with websites silently tracking users (via Techrights)
Mark Wilson: TMI Is The Future Of Branding
george tannenbaum: Mike Nichols and Digital Natives.
rhhackettfortune: How online pharmacy spammer organizations really work (via Krebs on Security)
Jim Edwards: Google's New Ad Strategy Could Delay A Bunch Of Tech IPOs (GOOG) (via VentureBeat)
Barry Levine: With Big Data, where’s the magic in marketing?
Phys.org - latest science and technology news stories: Unlike humans, monkeys aren't fooled by expensive brands