Specifically in response the the author saying "Real advertising doesn’t do any of those things, because it’s not personal."
That's the opposite of my work/goal in marketing, I do everything I can to make advertising personal, at the individual level. Using deterministic data and 'ad tech' to speak to voters/consumers 1:1 if possible.
And also I hate the way the author kind of just lumps 'ad tech' together without really seaming to understand the current ads ecosystem. I guess talking about anything that's not an IO at a print newspaper or something similar seems to be his idea of not 'ad tech' - but even a 'simple' PMP deal or even an IO involves a lot of ad tech, to find the audience, to match audiences, to plan and execute.
I do think there should be more conversation about ad tech bloat - please don't load 100 http requests for one 300x250 banner, and the amount of 1st party cookies/session data and other data the publishers don't even realize is leaked is insane.
Fuck 'Add This' has made an entire ads data company because publishers are too fucking lazy to paste in their own FB share buttons. I buy addThis audience data all the time. So stupid, why would big publishers need to use this tool - and why don't publishers realize this is a revenue stream they seem to badly need but are mostly not getting.
Specifically in response the the author saying "Real advertising doesn’t do any of those things, because it’s not personal."
That's the opposite of my work/goal in marketing, I do everything I can to make advertising personal, at the individual level. Using deterministic data and 'ad tech' to speak to voters/consumers 1:1 if possible.
And also I hate the way the author kind of just lumps 'ad tech' together without really seaming to understand the current ads ecosystem. I guess talking about anything that's not an IO at a print newspaper or something similar seems to be his idea of not 'ad tech' - but even a 'simple' PMP deal or even an IO involves a lot of ad tech, to find the audience, to match audiences, to plan and execute.
I do think there should be more conversation about ad tech bloat - please don't load 100 http requests for one 300x250 banner, and the amount of 1st party cookies/session data and other data the publishers don't even realize is leaked is insane.
Fuck 'Add This' has made an entire ads data company because publishers are too fucking lazy to paste in their own FB share buttons. I buy addThis audience data all the time. So stupid, why would big publishers need to use this tool - and why don't publishers realize this is a revenue stream they seem to badly need but are mostly not getting.