Upgrade or die: An Ad tech agency strategy for 2021
If you are running an Ad Tech agency, you are in an “upgrade or die” situation. The Ad Tech industry is undergoing major changes: Adios Cookies: goodbye tracking pixels and third-party data. Those first-party data channels managing social identities (Google, […]
Open Graph Authenticated identity and Declarative consumer interests
This sentence is dated back to 2010, and it is a complete BS. If you want to translate this title to today’s standards, it will be something like “First-party AI/ML-based fingerprinting and purchase intention predictions compliant with GDPR/CCPA.” Ad tech […]
Night of the consumers
Consumers are zombies. That’s the central theme in the game “Night of the consumers.” It is a scary time for people in the retail space. The game is capturing that feeling. The D2C, digitally native brands are in their prime […]
Cookie-based targeting is dead
“Almost nobody came bragging to AdExchanger about their just-launched fingerprinting-based identity solution.” A Simple Question No One In Ad Tech Will Answer It seems suspicious that existing, or new companies, are not shouting aloud about how they’ve solved the cookie-less […]
The end of the ad tech
If you use a plugin like Ghostery and go to NYTimes, you will find up to 25 trackers. If you block them, you are killing a small percentage of NY Times ads revenue. As users start to exercise their rights […]
The fall of the in-house media teams
The main threat to agencies is not a competition, its their client. The lack of transparency, which translates to “we can do this cheaper in-house,” is the reason why companies start building in-house media teams. As soon a company engages […]
Vertical Ad Agencies
With the end of the cookies era and the consolidation of horizontal ad platforms such as Google and Facebook, agencies will have to pivot and become industry experts. Let’s take, for example, the construction industry. There aren’t any -big enough- […]
Zero-party data
The reason why cookies worked so well is that the user didn’t have to do anything. Just go to a website, log into a social network, and your actions will be automatically tracked. The ultimate solution for this post-cookies demolition […]
Nestlé’s solution to agencies transparency problem
About five years ago, brands produced cost per like competitions for agencies. Whoever gets the lowest cost per like, highest CTR and volume, will win the account (millions of dollars in ad spend.) Fast forward to today, Nestlé set up […]
Agencies don’t innovate
To be more truthful with the statement: agencies never innovated. It is a business model problem. A flaw in their DNA. Traditional agencies take a cut of the ad budget. A client spends $100 on Facebook, and the agency keeps […]