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The demand for highly-targeted users is what drives up prices. Since Safari users all look the same now and can't be highly targeted, they have lost that high-e
by manigandham 7y ago
The demand for highly-targeted users is what drives up prices. Since Safari users all look the same now and can't be highly targeted, they have lost that high-end demand and prices have fallen to generic display rates.
- Ericson2314 7y agoThanks for the explanation. The supply has become crappier while demand stayed the same.
- echelon 7y agoDemand has decreased. The curve of constant demand with decreased supply pushes the price higher.
- manigandham 7y agoSupply and demand have stayed the same in quantity, but the quality of both has dropped severely. It's the same equilibrium but at a much lower price point.
- dmitrygr 7y agoI would disagree. "People who can afford Apple gadgets" is a desirable high-income audience. I wouldn't be surprised if it was broken out as a special category for purchase by FB and GOOG soon.
- radicaldreamer 7y agoiPhones are popular across income distribution and Macs are a very small market compared to phones
- dmitrygr 7y agoNot really at all. iPhones are only "very" popular in US (high average income) and among the wealthy elsewhere. A 20-second googling produces one example: https://www.forbes.com/sites/toddhixon/2014/04/10/what-kind-of-person-prefers-an-iphone/#11ba1090d1b0 https://www.forbes.com/sites/toddhixon/2014/04/10/what-kind-... Google around for more.
- viscanti 7y agoUsually ads care about more demographic data than just device type. Unless you are advertising iPhone cases you probably care more about other data.
- jefftk 7y agoReal-time bid requests generally already contain the UA, often partially redacted. So bidders can do this already. (Disclosure: I work on ads at Google)
- npo9 7y agoI feel really comfortable being in that bucket. It’s a very large bucket.
- floatingatoll 7y agoThat’s already priced in, and is likely the floor to which prices have dropped.
- manigandham 7y agoThere are billions of Apple devices now. Just having one is a very weak correlation to any particular action that a marketer is interested in.
- Mirioron 7y agoIt correlates pretty well with "does this person have money?"
- boring_twenties 7y agoAt least in my experience, lots of iPhone users are rocking old models they bought used for like $200.
- simonh 7y agoThe point is they are less valuable because you can't track them, so you can't take advantage of their potential value. Lets say an average Android user is worth 100 value units, and you can get lots of uniquely identifying information about them, say 90% of the ideal amount of info, so their effective value to you is 90 value units each (90% of 100). Uniquely identifiable Apple users info is potentially much more valuable, say 200 value units. However you can only get a very small amount of actionable information about them because they are so hard to track, due to Apple's security and privacy systems. So maybe you can only get 10% of the information you would ideally like to have about them. That makes their actionable value to you only 20 value units each (10% of 200).
- tatersolid 7y ago> The point is they are less valuable because you can't track them, so you can't take advantage of their potential value. This is simply bullshit. So-called “targeted” advertising is a giant scam pulled on non-technical marketers who don’t understand it at all and use “measurements” provided by the ad networks themselves. Targeted ads don’t actually work in any meaningful sense: https://thecorrespondent.com/100/the-new-dot-com-bubble-is-here-its-called-online-advertising/13228924500-22d5fd24 https://thecorrespondent.com/100/the-new-dot-com-bubble-is-h...