Posts in Market

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, […]

leocelis 10/31/20 Market

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 […]

leocelis 04/13/20 Market

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 […]

leocelis 03/20/20 Market

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 […]

leocelis 02/11/20 Market

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 […]

leocelis 02/03/20 Market

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- […]

leocelis 01/24/20 Market

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 […]

leocelis 01/23/20 Market Privacy

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 […]

leocelis 10/29/19 Market