Re: [projectvrm] Theory of peak advertising

[Charles Oppenheimer < >]

I haven't been up to speed on this list, so I appologize if it's been posted.   This is pretty fantastic, considering the source.

" On the Near Impossibility of Measuring the Returns to Advertising"
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2367103

Charles

On 2/26/14 5:02 AM, Doc Searls wrote:

" type="cite">

Just ran across this...

<http://adage.com/article/datadriven-marketing/behavioral-advertising-crucial/291858/>

... and thought it relevant to this old thread.

The title: 

Behavioral Advertising Might Not Be As Crucial As You Think

An excerpt:

In one test, the research found that cookie-based data increased CPMs by just north of $0.30 higher than the sample mean of $0.47 to $0.77.

Is this $.30 increase in CPMs really why the industry is throwing rocks at each other in a fight to prevent regulation of any form? Considering the 50% of impressions classified as OBA are sold at rock-bottom prices, do publishers of all sizes really understand how little this matters to them? Is this why the industry has done little but dig in its heels since promising at the White House in February 2012 that it would make it simpler for users to not be tracked?

Ultimately, trust matters greatly to an industry evolving and developing at the speed of digital. Truste recently released a study showing 92% of internet users are worried about their privacy with the significant source of mistrust being businesses rather than government surveillance.

The study: <http://www.truste.com/about-TRUSTe/press-room/news_us_truste_reveals_consumers_more_concerned_about_data_collection>

Another: <http://www.truste.com/us-consumer-confidence-index-2013/>

The bottom lines:

In conclusion, I hope this fairly highlighted where this study fell short. If anything, the study proves one thing which is that much of your privacy is tied to OBA policy which amounts to very little revenue and rock-bottom prices. It's also the main challenge to our industry as we insure against the current race to the bottom. And to be clear, a more nefarious cookie replacement won't change the economics or help consumers. The most important voices in this debate are the consumers and the marketers as this is how content is paid for and without it, we won't have the delightful experiences for consumers. These same experiences that brands depend on to bring their message to the world or the individual.

Doc