tl;dr → A paean. “The mobile” is the Bee’s Knees!
and → The signal is given: a new S-Curve is commencing.
and → The unbunding / rebundling / unbundling / rebundling cycle, a metaphor of growth-cum-renewal.
<quote>data being neither intrinsically “good” nor “bad,” but rather having “qualities.”<quote>, attributed to Ted McConnell.
behaviors, drive actions.
Something allegorical about Viewability and Trust & Safety vending as a separable service of attestation, 2012 → 2017.
<quote>Viewability speaks to a broader metadata theme of trust, as well as an underlying theme of data quality and users’ engagement with content delivered against this data.</quote>
Hey! That’s not a business, that’s a Business Unit;
Hey! That’s not a BU, that’s a Product.
Hey! That’s not a Product, that’s a Feature.
<quote>Then, these vertical standalone organizations and solutions were horizontally integrated into the operating agencies as capabilities.</quote>
SafeGraph <quote>works with universities and health organizations to understand movement data and the spread of infectious diseases.</quote>
[all] device IDs are persistent
<quote>there are growing trends toward people taking control of their anonymization through the use of virtual private networks and Tor</quote>
casual consumer use of VPNs is prevalent [enough to measure]
casual consumer use of Tor is prevalent [enough to measure]
<surely>IPv6 use is prevalent,
IPv6 use is prevalent enough to warrant dual-stack interfaces on the great centralized ad exchanges.</surely>
<quote>mobile, where cookies can’t be used</quote>
<quote>that major brands may view agencies as differentiated commodity services, put their media in review with greater frequency and bid them down.</quote>
The adtech bubble is ongoing; adtech will be forward-funded on an ongoing basis:<quote><snip/> will continue to be funded with massive capital because the opportunities for innovation and disruption are huge.</quote>
integrated television and video,
integrated television and video initiatives
strategic elements of advertising campaigns.
growth of mobile.
desire for anonymity.
massive data breaches
Social Security numbers
credit card numbers
technology and services companies
to verb… with large agencies
aggressively and acquisitively execute,
continue to aggressively and acquisitively execute,
continue to aggressively and acquisitively execute on their strategies,
continue to aggressively and acquisitively execute on their strategies to deliver on
in a time of such great change,
wait for it … wait for it … the only constant is change …thank you, thank you very much, I’ll be here all week.
The Bottom Line
In a world of…
deeper understanding of consumers’ …
deeper understanding of consumers’ awareness and interests,
deeper understanding of consumers’ awareness and interests while enjoying <snip/> profitability,
deeper understanding of consumers’ awareness and interests while enjoying short- and long-term profitability,
deeper understanding of consumers’ awareness and interests while enjoying short- and long-term profitability of their brands.
delivering on this vision.
extensive data infrastructure.
deep understanding of
advertising technology ecosystems
marketing technology ecosystems
content technology ecosystems
all the ecosystems,
And across all the ecosystems
consolidation of data
standardization of data
interpretation of data
winners and losers
winners and losers will be decided.
enable massive transformation,
enable massive transformation at <snip/> lower costs.
enable massive transformation at materially lower costs.
Member of the security advisory board of Circulate, a pure-play cross-device consumer surveillance purveyor to the industry; separately noted.
tl;dr → it’s really bad out there; <quote>surveillance is the business model of the internet</quote>.
<quote>Technically, of course, we did consent. The license agreement we didn’t read but legally agreed to when we unthinkingly clicked “I agree” on a screen, or opened a package we purchased, gives all of those companies the legal right to conduct all of this surveillance. And the way US privacy law is currently written, they own all of that data and don’t need to allow us to see it.</quote>
Ian Dailey, senior product marketing manager, RocketFuel
Persio, loyalty programs (coupons).
<quote>[the consumer] ownloads a coupon on desktop which she can send to her phone. This not only connects desktop browsing behavior with a phone number, but reports when the coupon is activated and a sale occurs.</quote>
<quote>There’s a saying in ad tech: You’ve really made it when you get the FTC interested. If that’s the case, cross-device has hit the big time. In November, the agency plans to host a workshop about cross-device tracking, looking at, among other things, the privacy and security risks associated with the practice.</quote>
Jonathan Mayer, graduate student, lawyer, Stanford University
Comments, Center for Democracy & Technology (CDT); on the Federal Trade Commission’s Workshop on Cross-Device Tracking of 2015-10-16; 11 pages.