Erez 🇺🇸
@elevin11
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AdTech, Tech Tech, Forward Party, Electoral Reforms (Ranked Choice Voting, Open Primaries) I ❤️ civil discourse, ≠ endorsements.
New Jersey
Joined March 2009
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That Harrison Ford Jeep ad is the best one I saw tonight. 🇺🇲❤️ Don't tell me Brand Purpose is dead. Jeep just proved it is alive and well.
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I think it's totally fair to criticize their tactics and what you see as opacity, or question their sincerity in any claims they make that they're trying to actually improve this industry vs just trying to make a buck. I admittedly haven't studied them closely, and I look at most industry players with skepticism, but I haven't seen anything that jumps out as particularly sketchy. With that said, I'm generally not a fan of screenshot justice either, especially on issues that affect such a tiny % of impressions. But I do think that there are AdTech players that are indeed failing at one of their key responsibilities of quality control, at not insignificant levels, and I support any efforts that help hold them accountable. It's ok to not root for Adalytics' success, or to question whether they'd do any better, while still believing that what they uncover in these reports is important and valuable.
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There are two available paths here: SSPs can stop sending the old/deprecated placement signal, instead just sending plcmt. DSPs can stop ingesting the old signal, or they can simply make the new signal the default. It seems like neither are rushing to make these changes without pressure from buyers, so making sure buyers are aware of this fraud, to the extent where they can't ignore it, is critical IMO.
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Ahh I think that's our source of disagreement. I have defined some key principles & attributes of quality measures (, and viewability fails a few of them (screenshot below). I could also argue that A) viewability is an Outcome and B) MFA thrives not bc viewability is an outcome but bc view-thru conversions are. I certainly agree with you that if quality is so loosely defined that it can also include gamed/vanity metrics like viewability, it doesn't work. I also acknowledge that it's a long-shot for the industry to adopt my criteria for quality so that it's actually durable, though it's possible that enough might get close enough for it to work.
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No doubt there are some interesting use cases but IMO they're in the small minority, especially outside of WGs where deterministic signals for identity + outcomes (particularly beyond clicks) will be quite scarce. Either it doesn't know enough about the user to customize the ad in that many meaningful ways, or there's not enough signal to confirm impact if there are too many ad variations. Creative automation will be very useful, but not to make 10x or more variations than today.
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That's definitely a factor, but I agree with Chris that it all ultimately comes down to buyers not valuing quality (which generally requires transparency to evaluate). When buyers start to properly value media quality, the sellside's incentives will change. Some already are, but we have way further to go.
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@douglauretano @aripap @AdtechGod @marketecturetv Everyone does ofc. I think it's better to separate "experts" who always think they're right from those who are always looking to learn & are very open to changing their minds with little/no hesitation. Would be great if more "experts" read 'Think Again' by @AdamMGrant
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@douglauretano @aripap @AdtechGod @marketecturetv Can expert be defined as somebody who is more often right than wrong on a certain topic?
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@AaronGoldman @TeamMediaocean @eMarketer With that context, and that trend, I'm about 7% more optimistic about the industry than I was an hour ago. :)
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