I still remember one webcomic I read in collegue, with Adblocks. And one day, there was a message asking me to stop adblocks so she could get some revenue, and she promised not to allow any awful ads. There was a point in my life where Brands could only reach me there.
I come from buy side and I have an interesting complementary opinion.
I do believe there's room for brands to find users on other sites, because that's the magic of the internet. I absolutely believe that a robust media plan needs to have local media, with quality and more curation.
I've worked with DV360 and many other DSPs and I loath how opaque the programamtic box is there. I loathe that you cannot use 3rd party vendors that allow to filter among the open market to get more quality (less clutter, no fraud, etc)
I think the chase after efficiency in some brands it's detrimental to the industry overall.
As an agency we got pressure to get cheaper CPM or whatever every year, have no inflation, etc, so then there's pressure to get just cheaper inventory and dimish the quality.
And it's hard to prove that it's worse since to link it with business results is hard to meassure between CPM 10 and CPM 2.
"Don't be evil"... the mantra died a long time ago 🫠
I still remember one webcomic I read in collegue, with Adblocks. And one day, there was a message asking me to stop adblocks so she could get some revenue, and she promised not to allow any awful ads. There was a point in my life where Brands could only reach me there.
I come from buy side and I have an interesting complementary opinion.
I do believe there's room for brands to find users on other sites, because that's the magic of the internet. I absolutely believe that a robust media plan needs to have local media, with quality and more curation.
I've worked with DV360 and many other DSPs and I loath how opaque the programamtic box is there. I loathe that you cannot use 3rd party vendors that allow to filter among the open market to get more quality (less clutter, no fraud, etc)
I think the chase after efficiency in some brands it's detrimental to the industry overall.
As an agency we got pressure to get cheaper CPM or whatever every year, have no inflation, etc, so then there's pressure to get just cheaper inventory and dimish the quality.
And it's hard to prove that it's worse since to link it with business results is hard to meassure between CPM 10 and CPM 2.
Insightful stuff - great guest!