Doc Searls Weblog · GDPR will pop the adtech bubble


70 bookmarks. First posted by ablaze may 2018.


Holding forth on stuff since 1998
may 2018 by johnny_n
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may 2018 by sbmandal
GDPR will pop the adtech bubble
May 12, 2018 in adtech, advertising, Business, Cluetrain, Customertech, Journalism, personal data, problems, publishing, Research, Technology, VRM | 61 comments

In The Big Short, investor Michael Burry says “One hallmark of mania is the rapid rise in the incidence and complexity of fraud.” (Burry shorted the mania- and fraud-filled subprime mortgage market and made a mint in the process.)

One would be equally smart to bet against the mania for the tracking-based form of advertising called adtech.

Since tracking people took off in the late ’00s, adtech has grown to become a four-dimensional shell game played by hundreds (or, if you include martech, thousands) of companies, none of which can see the whole mess, or can control the fraud, malware and other forms of bad acting that thrive in the midst of it.

And that’s on top of the main problem: tracking people without their knowledge, approval or a court order is just flat-out wrong. The fact that it can be done is no excuse. Nor is the monstrous sum of money made by it.
#adtech  #critique  #GDPR  #impact  #privacy  #A+  +DocSearls 
may 2018 by phil_hendrix
will pop the adtech bubble
GDPR  from twitter
may 2018 by mzinkl
The Universe of Bullshit is about to collapse. <!--more-->

<a href="http://blogs.harvard.edu/doc/2018/05/12/gdpr/">Doc Searls: GDPR will pop the adtech bubble</a>
To get a sense of what will be left of adtech after GDPR Sunrise Day, start by reading a pair of articles in AdExchanger by @JamesHercher. The first reports on the Transparency and Consent Framework published by IAB Europe. The second reports on how Google is pretty much ignoring that framework and going direct with their own way of obtaining consent to tracking:

Google’s and other consent-gathering solutions are basically a series of pop-up notifications that provide a mechanism for publishers to provide clear disclosure and consent in accordance with data regulations.

Specifically,

The Google consent interface greets site visitors with a request to use data to tailor advertising, with equally prominent “no” and “yes” buttons. If a reader declines to be tracked, he or she sees a notice saying the ads will be less relevant and asking to “agree” or go back to the previous page. According to a source, one research study on this type of opt-out mechanism led to opt-out rates of more than 70%.

Meaning only 30% of site visitors will consent to being tracked. So, say goodbye to 70% of adtech’s eyeball targets right there. […]

Meanwhile, the adtech business surely knows the sky is falling. The main question is how far.

One possibility is 95% of the way to zero. That outcome is suggested by results published in PageFair last October by Dr. Johnny Ryan (@JohnnyRyan) there.
ncn  ncpin  Advertising  Media  Business  Businessbullshit 
may 2018 by walt74
"@WaltMossberg learned why on a conference stage when an ad agency guy said the agency’s ads wouldn’t sponsor Walt’s new publication, recode. Walt: “I asked him if that meant he’d be placing ads on our fledgling site. He said yes, he’d do that for a little while. And then, after the cookies he placed on Recode helped him to track our desirable audience around the web, his agency would begin removing the ads and placing them on cheaper sites our readers also happened to visit. In other words, our quality journalism was, to him, nothing more than a lead generator for target-rich readers"
adtech 
may 2018 by psychemedia
Holding forth on stuff since 1998
may 2018 by lsrgt
How GDPR will squeeze online advertising options: h/t
from twitter
may 2018 by topgold
RT : Doc Searls' piece: has been getting a lot of attention. Some thoughts:
1) Adtech is a space…
from twitter
may 2018 by szymon
In investor Michael Burry says “One hallmark of mania is the rapid rise in the incidence and complexity of fraud.” (Burry shorted the mania- and fraud-filled…
from instapaper
may 2018 by mathewi
Since tracking people took off in the late ’00s, adtech has grown to become a four-dimensional shell game played by hundreds (or, if you include martech, thousands) of companies, none of which can see the whole mess, or can control the fraud, malware and other forms of bad acting that thrive in the midst of it.
gdpr  adtech 
may 2018 by page
In investor Michael Burry says “One hallmark of mania is the rapid rise in the incidence and complexity of fraud.” (Burry shorted the mania- and fraud-filled…
from instapaper
may 2018 by sethde
GDPR will pop the adtech bubble
from twitter
may 2018 by ncurado
GDPR will pop the adtech bubble
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may 2018 by girma
Very good piece on the aftermath of GDPR: GDPR will pop the adtech bubble https://buff.ly/2KghXFZ
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may 2018 by mrj0e
Excellent piece on the mess that is #adtech, as opposed to advertising or marketing, and how GDPR just might pop that bubble and leave all of us in a better internet for it.
newsletter  adtech  privacy  trends  advertising 
may 2018 by thewavingcat
Holding forth on stuff since 1998
gdpr  adtech 
may 2018 by zchi
RT : GDPR will pop the adtech bubble
from twitter
may 2018 by rjw1
In investor Michael Burry says “One hallmark of mania is the rapid rise in the incidence and complexity of fraud.” (Burry shorted the mania- and fraud-filled…
from instapaper
may 2018 by badboy
In investor Michael Burry says “One hallmark of mania is the rapid rise in the incidence and complexity of fraud.” (Burry shorted the mania- and fraud-filled…
from instapaper
may 2018 by hiroprot
Not fully convinced of the hard distinction between “adtech” and “advertising” but this still makes good points.
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may 2018 by kohlmannj
Favorite tweet:

Surveillance-based adtech:
- spies on people
- is full of fraud & malware
- incentivizes 'content generation' & misinformation
- looks like advertising but is direct marketing
- most of ad spend goes to intermediators
- is being widely boycotted/blockedhttps://t.co/7EEGDcSXu0

— Wolfie Christl (@WolfieChristl) May 13, 2018
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may 2018 by chetan
I welcome less adtech
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may 2018 by bob
Required reading
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may 2018 by fendmark
RT : GDPR will pop the adtech bubble
GDPR  from twitter
may 2018 by AramZS
In investor Michael Burry says “One hallmark of mania is the rapid rise in the incidence and complexity of fraud.” (Burry shorted the mania- and fraud-filled…
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may 2018 by Aetles
Doc Searls on GDPR and the adtech bubble HIGHLY RECOMMENDED
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may 2018 by zer0514
Adtech relies on misdirection. See, adtech looks like advertising, and is called advertising; but it’s really direct marketing, which is descended from junk mail and a cousin of spam. Because of that misdirection, brands think they’re placing ads in media, while the systems they hire are actually chasing eyeballs to anywhere. (Pro tip: if somebody says every ad needs to “perform,” or that the purpose of advertising is “to get the right message to the right person at the right time,” they’re actually talking about direct marketing, not advertising.)
advertising  privacy  marketing 
may 2018 by mvuijlst
GDPR will pop the adtech bubble
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may 2018 by HolyHaddock
GDPR will pop the adtech bubble
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may 2018 by sickill