originally posted by: Adonsa
I love ATS, so, in order to support ATS, i can frequently set aside a block of time and MANUALLY, with no automation involved, click onto page after
page, making sure all ad blocking is turned off.
While this might seem like a valid proposition, in reality, the ad ecosystem works differently.
That image represents the hundreds of companies involved in showing display advertising online. At least 15 of those companies are in place to
quantify the value of each potential impression. You, a single user on a single domain, have a value of X for your first handful of impressions. That
quickly falls to X/2 on your next page-load, X/5 on your third page load, and X/10 soon thereafter. Real Time Bidding, Demand Side Platforms,
Retargeting systems and Ad Exchanges have changed the landscape over the past 2-3 years in order to better quantify the value of impressions for
So in reality, if you did that every day for a year, it might mean $10-$15 more for ATS. Not worth it.
Are there ways, that a web developer can display ads while respecting the reader? Of course, but the advertising companies won't hear of it.
Low bandwidth, static ads, that don't interfere with content, come to mind.
It's an issue of compromises.
The IAB (disclaimer: I often work with them) is working on a LEAN
format for online ads using HTML5. While
it's not yet as "lean" as I'd like it to be, it's a step in the right direction, driven by website owners and advertisers.
The issue is that, while everyone seemed to hate Flash, it was a delivery system that allowed exceptionally interactive, animated, and complex ads in
a 50-60k package. With HTML5/CSS3, it takes a highly talented (expensive) developer to do the same thing in under 100k with HTML5. So we're in a
transitional phase right now.
[ ] Privacy - Ads that "phone home" with as much user data as can be gathered.
This is a fear tactic used in the propaganda put out by ad blocking companies. Two years ago, I was part of TRUSTe's efforts (along with more than a
hundred other adtech people) to identify two things in the AdTech ecosystem:
1) Personally identifiable information being passed via digital advertising data streams
2) Occurrences of negative outcomes with subjectively identifiable personal data being passed
(subjectively identifiable personal data is information that includes your IP, Amazon purchases, pages visited, etc.)
The outcome was not what was expected by online privacy advocates: no personally identifiable data showed up in the DMP's (data management platforms),
and no reports of actual negative outcomes for #2.
In fact, the DMP's don't care who
you are, that's way too granular and beyond anyone's scope. They do care, however, what silos of the type of
people you are: married with kids, 20-something that plays video games, fan of Audi cars, reads conspiracy theories, etc.
So when Dentsu runs an ad for Playstation, through Xaxis to find the right impression via MediaMath who got their data from MarketShare who got theirs
from BlueKai thanks to retargeting information from AdRoll which was verified as valid by DoubleVerify and passed along to DoubleClick and trafficked
to run on 17 ad networks which was then picked up by Rubicon for display on ATS, not one of those companies had any idea who you were, and certainly
not ATS who is completely disconnected from the process. You're just data point 87USBI-XKSUT-002016 which at one point was included in a silo of other
data points, identified as Playstation fans.