The Web is no stranger to Internet legends. The same can be said for Web advertising. ComScore exec Kirby Winfield has an interesting list of the most pervasive myths in online advertising, including how it doesn’t need the GRP, the death of ad networks, the year of mobile, and the idea that ad buying is becoming like the stock market. Perhaps Winfield’s most prescient point has to do with whether brand dollars will come online because of ad tech. Not so, he notes:
Brand dollars will come online, but it won’t be because of ad tech. It will be because television itself comes online. It’s already happening, with blended TV/online buys from most big networks, and the emergence of the “newfront”. Will ad tech need to provide features and functionality, new metrics, and innovative formats to capitalize on this endemic trend? Of course. But the idea of online publishers somehow keelhauling the established TV ad market is the single largest and most consistent fallacy this industry has propagated since its inception.
Read the rest of Winfield’s post on his blog. Follow him on Twitter @kirbywinfield.
More in Media
Earnings from social and search players signal that AI will be a long-play investment
Giants like Google, Meta and Microsoft say investors and advertisers might have to wait longer for AI to generate a better return on investment.
Why some publishers aren’t ready to monetize generative AI chatbots with ads yet
Monetization of generative AI chatbot experiences is slow going. Some publishing execs said they’re not ready to add advertising to these products until they scale or can build a subscription model first.
Media Briefing: Publishers who bet on events and franchises this year are reaping the rewards
Tentpole events and franchises are helping publishers lock in advertising revenue.