The cookie is already gone. The budgets have shifted. All the howlers screaming about Chrome’s road map for deprecation are akin to the last soldiers standing on the battlefield clinging to the flag of a fallen nation. In short, it’s over.
But we can’t measure the downfall of cookies by looking at the bidstream. There is still plenty of cookie-based buying going on. The old user-sync systems are still playing pixel ping-pong with cookie-enabled browsers.
Riffing on the future of advertising with Alex was a lot of fun. Typically these conversations happen in a bar over beers (or whiskey), but a podcast isn’t too bad of a venue either.
I did, at one point, lose my train of thought and went into full-on pitch-mode instead of answering the question… but that’s how it goes when you’re riffing sometimes.
Jump in and have a listen. Do it in chipmunk-mode at 1.5x or 2x speed. It does nothing for my voice, but it’ll shorten your burden of listening.
I sat down (virtually) with Neera Shanker from Blockthrough in December. We discussed a few market trends like non-addressable audiences, privacy regulation and the platform giants (Apple and Google).
In this episode, I actually know wtf I’m talking about. It’s only my second attempt at guesting on a podcast. And the first time I really had the appropriate expertise on a subject.
Here I’m talking about ad-tech and how non-addressable audiences (no cookie IDs and such) are an important area of focus. Many online publishers are not giving this topic enough attention. If that kinda thing is interesting to you, or you just like hearing the sound of my voice, give it a listen.
Tune in to learn about how I got started in ad tech waaaaaay back in 1997. The internet was a different place back then. It’s striking to remember how a small operation could have a large impact.
Then you’ll hear about my work at Yieldmo, my day job. Hint: I really like my job. In my best radio voice I talk about my typical day, challenges I’m helping to overcome, and how we measure success.
Finally, I evangelize the need for non-addressable solutions in the market. It’s a big issue that will require investment (time and money) in order to future-proof the industry.
If you’d like to grab the podcast in your favorite app, jump over to buzzsprout for the links.
The marketing department at Signal asked several people at the company to make digital advertising predictions for 2015. With their blessing, I’m publishing my predictions right here. I also added a couple of additional topics at the bottom.
2015 will be a big year for IPOs and consolidation. Startups will form in nascent categories, but not so much in established ones. Luma will produce a new set of Lumascapes to accommodate the rise of new categories. This is hardly a shocking prediction.
Cross-channel will be the rule in 2015. Companies with a single channel solution will be the exception (and the Dodo).
We’ll see the rise of the Meta-DSP where Agency systems will be plugging into DSP stacks via APIs. Smarter systems will be able to segment users across DSP buying systems and regain control of Frequency and Reach.
Native Normalization: Native ads will begin to follow responsive design techniques. “Standardized Native Ads” will become the biggest oxymoron of 2015. Native ad specifications are already working their way into the OpenRTB API Specification. The road to standardization is very short from that point on. Read more
Apple has several sizes and shapes in their line of computers and iPods, but only one size and shape to their phone. Sure, you can get 3G or 3GS with a variety of storage onboard, but the device itself comes with the same processor, same graphics, same screen size, same camera, same ins and outs.
This same-ness has eased developer adoption to be sure. Having a single device to design for means there’s one stream of code, with some tinkering for backward compatibility. It’s also great for the accessory folks. A single physical shape means more consumers available per accessory.
There might be a problem with such a robust device running the iPhone OS. Folks who’ve purchased an iPad might not need the next iPhone. The iPad runs almost all the apps that the iPhone runs, and with the larger screen the apps are often far better. Owning an iPad means that users, like myself, could actually get by with a cheaper, run-of-the-mill mobile phone. Read more
