In Graphic Detail: Why people in ad tech are conflicted about what they do
The use of software to target and track the efficacy of ad campaigns is never far from the crosshairs of public opinion with the practice, commonly labeled as ‘ad tech’, regularly the subject of press exposés and Netflix documentaries, etc.
Earlier this year, the use of ad tech was given the moniker of “Surveillance Advertising” in a Congressional Bill that proposes the banning of all but the broadest method of audience targeting techniques.
Attempts to effectively regulate, and enforce, ad tech seems gridlocked with few anticipating a U.S. federal privacy law any time soon with even less expecting lawmakers to ever fully catch up with technology players.
In this vacuum, the internet’s largest technology platforms are stepping in and interpreting statutes resulting in global privacy policies that are upending the industry. Some argue this is a means of benefiting themselves, and that all rhetoric of protecting the public is just virtue signaling.
Meanwhile, independent players in the sector are devising workarounds with phrases such as ‘anonymous identifier’ and ‘data clean room’, among others, all de rigeur as the industry (effectively) continues to self-regulate.
Therefore, at this point, it’s probably worth taking stock of what industry practitioners think of what they see and do in their day-to-day business. Step forward, serial entrepreneur and doyen of ad tech Twitter Ari Paparo (and now CEO of Marketecture) who recently quizzed his network of 21,000 on the social network.
The results of the 14-question straw poll, which had a mean average of 717 responses per query, demonstrate there are few more polarizing topics in the ad industry than ad tech with notably divided opinions on core practices from the very people who benefit from the proceeds.
See below for an excerpt of the overall results along with some hot takes on what we can read into how they apply to the industry.
-
Member ExclusiveMarketing Briefing: ‘The answer is no’: Why agencies need to reject RFPs with egregiously extended payment terms
Despite the abnormality of the 360-day request, the focus from some clients and procurement officers on extending payment windows has many calling for agencies to reject participating in pitches with such requests going forward.
-
Member ExclusiveDigiday+ Research: Brands won’t cut ad spend until 2023, but they will shift from branding to direct response
For now, brands don't have significant plans to cut ad spend in Q4 despite the economy, but they do have plans to shift their advertising from branding to direct response.
-
‘A very different environment for M&A’: Dealmaking trundles on as ad slowdown drags
Prospective buyers are feeling the pinch, while entrepreneurs are wary about a cooling economy. That's the current state of dealmaking, according to execs on both sides of the negotiating table.
-
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
-
David Beckham and ‘Carnitas’: How Frito-Lay’s World Cup marketing strategy served up celebs and regional snacking flavors
Frito-Lay wants to be front and center as the go-to snack brand during the World Cup. Here's a look at its strategy.
-
Why a feminine wellness brand is prioritizing its organic social media strategy
With strict content rules, data privacy regulations and tight budgets, a feminine wellness brand remains bullish on its organic social media strategy.
