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I'd like to push back on "Google and Facebook actually can know the audience better than the content creator". This is the idea that has powered online busines
by 627467 8y ago
I'd like to push back on "Google and Facebook actually can know the audience better than the content creator".
This is the idea that has powered online businesses in the last 10 years, but I'd argue that just because conceptually Google can know me better than NYTimes the raise in ad blockers has shown that the ad distribution ecosystem doesn't really know their users that well.
I must be living in a very different world from the one where "Google and Facebook ads are so effective" that no other strategy is possible.
- juliangoldsmith 8y agoI wouldn't attribute a rise in the use of ad blockers to Google or Facebook. It's more of a reaction to intrusive ads, the sort where a video expands to cover the content you're trying to view. Most people (that is, average users, rather than technologically-inclined ones) don't care that much about tracking. As far as Google and Facebook pushing other advertising networks out of business, it's not that they're so effective that no other strategy is possible. It's more that they're effective enough, and so cheap that other networks can't compete.