[projectvrm] Re: Targeted Advertising Considered Meh: Jason Kint on DNT

[Don Marti < >]

More good info from Jason Kint (read the whole thing)

  Behavioral Advertising Might Not Be As Crucial As You Think
  
http://adage.com/article/datadriven-marketing/behavioral-advertising-crucial/291858/

  "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?"

  "The report suggests publishers typically only
  sell 50% of their ads direct at high prices but the
  other 50% -- or as much as 60% for small websites
  according to the study -- sell for those rock-bottom
  $.77 CPMs if they sell at all. The real value
  of those ads is tremendously lower when measured
  in revenue."

Firefox tracking protection needs to launch with some
publishers and publisher organizations on stage and
quoted in the press release.  The usual suspects at
IAB are going to flip out, and the sooner the story
can be explained as users+brands+pubs vs. adtech as
usual, instead of being twisted into privacy freaks
vs. adtech+brands+pubs, the better.



begin Don Marti quotation of Sat, Apr 11, 2015 at 10:52:26AM -0700:
> 
> Read the whole thing...
> 
>   Debunked: Five Excuses for Dismissing Do Not Track
>   
> http://adage.com/article/digitalnext/5-excuses-dismissing-track-debunked/297992/
> 
>   Excuse No. 3: "DNT will destroy the web since much
>   of the free content is funded by online behavioral
>   advertising reliant on consumer data collection."
> 
>   Nothing could be further from the truth. As the
>   leader of an association comprised of approximately
>   sixty great media brands producing much of
>   the quality digital content out there today,
>   constraints on collecting third-party data across
>   the web will be immaterial to what funds this type
>   of content. And, in fact, this is the case for most
>   content producers whether small or large.
> 
> I'm not sure how he gets "immaterial" -- data
> collection is what poweres data leakage from
> his member companies (high value sites) to lower
> value sites.  Digital Content Next members should
> do _better_ with less tracking.
> 
> -- 
> Don Marti                    
> http://zgp.org/~dmarti/
> 
 

-- 
Don Marti                    
http://zgp.org/~dmarti/