Chief architect torrents4/7/2024 ![]() ![]() The long-sought prey is nowįinally in its claws, but I worry about how well the ad-tech predators will treat those whose destinies will fall under their influence and control: the advertisers who fund the ecosystem and, most The digital ad-tech industry was built almost 30 years ago on the vision of eventually controlling the living room and its centerpiece, the television. Who can forget the “round-trips” of the early banner companies, the ad networks selling pop-unders as premium content, andĪnimated banners as digital video? Then there were the targeting companies stuffing our computers with spyware, or data-targeting platforms conflating “match rates” with audience data Generational cohorts, but there were also a lot of pretenders. There were many great companies in each of these Let’s just think back to the bannerĬraziness of 19, the ad networks of the early aughts, the boom of behavioral targeting, and the craze of RTB and programmatic. I’m worried because I have seen this movie before, and our industry’s track record in similar situations is not great. All those positive trends are certainly well Of bringing together the best of digital ad targeting and measurement with premium, high-engagement TV content on 60-inch screens is very compelling. And media companies are investing heavily to grow ad-supported streaming services. For sure, this is a very good time for CTV advertising and theĬTV budgets are up. I’m worried about the frothy, intersecting world of connected TV and ad tech, and I’m not typically the worrying kind. ![]()
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