I’ve already agreed the ads ecosystem sucks.
If you had it your way, small businesses could probably not afford to advertise online. It would only be businesses who could blanket the internet with their banners at mass scale without targeting.
We already have GDPR, TCF 2 and various other privacy frameworks and laws localized. What do you want to change?
I personally like publishers staying in businesses who produce valuable content.
The entities paying for the advertising demand it. It could be untargeted but the conversion rate falls so the ROI of paying ads is less, leading to less to spend per campaign.
Publishers can show the untargeted ads but they get paid less per impression.
TV and Radio ads are somewhat targeted because at a minimum your location is known, either within the radio tower reach or the channels you have access to and/or geolocation your TV provider has access to.
Monday Night Football does not show the same ads in every region. Some are national and others are local, there is still some programattic at play. If you watch through a smart TV you’ll get CTV ads for sure.
I mean yeah it’s the old way to serve ads but it’s incredibly inefficient. Even an example as broad as sports.com, ESPN+ might want to advertise but they only offer their service in the US. They don’t want to pay for impressions from users in France, so a minimum would be geo targeting based on IP.
When you get down to medium and small business, I could have some watches to sell to sports dudes, but my campaign budget is $10,000 so I would only target men 40+ because 20 year old college football fans can’t afford the product.
I don’t like the ad ecosystem but people generally don’t want to pay subscriptions for websites but like the publisher’s content. Publishers gotta get paid somehow.
Do we work at the same company??
If you’re not feeling a community, just block it. You can always undo it later.
Yeah there’s a been a few attempts at “privacy preserving” user id hashing like Google Topics, ID5, and many more.
Publishers love private deals for ad spend, it’s just more work and can be inconsistent vs programmatic that is less revenue but always flowing.