Thank you for this... especially the fact that FB is just user-generated content. Exactly what I have been thinking. FB depends on the users themselves to make the content that drives high CPMs. For free! Makes for a great ad business.
The problem, as you're talking about, is that all the "freedom" in the open internet creates fragmentation. This makes the UX harder and inventory a mess. The Instagram app, well, it just... works. Chrome or Safari... it works as well as the website and every experience is a new thing. I think that mobile has a lot to do with this. If we're just pulling the internet out of our pockets like a snack, we're going to use the apps that can deliver that snack the fastest.
Great post, lots of amazing thoughts (love the standardized layout one!) but I think point 5 about delivering upon sales targets for SMB's is most pertinent to really shifting the dial on spend to publishers.
Do you think cookie degradation can help with this?
I think it doesn't hurt, and could possibly help but with like a bazillion asterisks. It doesn't hurt because it's been tribal knowledge as long as I've been in programmatic that 3p behavioral data doesn't work for performance advertisers. That's not to say that it can't -- but it simply hasn't. Because it's not a tool used for performance today, it going away won't hurt us. I'm excluding retargeting from that comment because it's technically 1p, even though it relies on 3p cookies, and it does drive a form of performance but it's often dubious from an incrementality perspective.
The way it could possibly help is if agencies who have historically been "satisfied" by just hitting a 3p behavioral segment as their core campaign goal (IE. I will be happy if I show my ad to blue gatorade drinkers between the ages of 15 and 30) have to get it together and actually start driving performance. I'm a skeptic of this -- I think they'll probably find some other equally imperfect proxy to optimize their campaigns to so that it always looks like they're doing their job.
I also don't think post-view attribution moves the needle for SMBs, so I also don't think we lose anything there.
All of this being said, if we lose click tokens and post-click attribution to Privacy Sandbox and URL sanitization, the open internet is probably dead because it will become virtually impossible to attribute anything. Please help me vocally demand that this does not happen.
Thank you for this... especially the fact that FB is just user-generated content. Exactly what I have been thinking. FB depends on the users themselves to make the content that drives high CPMs. For free! Makes for a great ad business.
The problem, as you're talking about, is that all the "freedom" in the open internet creates fragmentation. This makes the UX harder and inventory a mess. The Instagram app, well, it just... works. Chrome or Safari... it works as well as the website and every experience is a new thing. I think that mobile has a lot to do with this. If we're just pulling the internet out of our pockets like a snack, we're going to use the apps that can deliver that snack the fastest.
Great post, lots of amazing thoughts (love the standardized layout one!) but I think point 5 about delivering upon sales targets for SMB's is most pertinent to really shifting the dial on spend to publishers.
Do you think cookie degradation can help with this?
Hey Wayne -- thanks!
I think it doesn't hurt, and could possibly help but with like a bazillion asterisks. It doesn't hurt because it's been tribal knowledge as long as I've been in programmatic that 3p behavioral data doesn't work for performance advertisers. That's not to say that it can't -- but it simply hasn't. Because it's not a tool used for performance today, it going away won't hurt us. I'm excluding retargeting from that comment because it's technically 1p, even though it relies on 3p cookies, and it does drive a form of performance but it's often dubious from an incrementality perspective.
The way it could possibly help is if agencies who have historically been "satisfied" by just hitting a 3p behavioral segment as their core campaign goal (IE. I will be happy if I show my ad to blue gatorade drinkers between the ages of 15 and 30) have to get it together and actually start driving performance. I'm a skeptic of this -- I think they'll probably find some other equally imperfect proxy to optimize their campaigns to so that it always looks like they're doing their job.
I also don't think post-view attribution moves the needle for SMBs, so I also don't think we lose anything there.
All of this being said, if we lose click tokens and post-click attribution to Privacy Sandbox and URL sanitization, the open internet is probably dead because it will become virtually impossible to attribute anything. Please help me vocally demand that this does not happen.