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Gabriel Leydon of Machine Zone spoke to the general topic at Code/Media back in 2016. Basically discussing that they'd gone through the trouble of building inte
by im_down_w_otp 6y ago
Gabriel Leydon of Machine Zone spoke to the general topic at Code/Media back in 2016. Basically discussing that they'd gone through the trouble of building internal expertise and tools for optimizing their ad spend to better ensure specific outcomes they desired/required in a way that would inevitably lead to more sophisticated ad buyers and putting a nail in the coffin of traditional media advertising.
https://www.youtube.com/watch?v=oXBqzpExvrk https://www.youtube.com/watch?v=oXBqzpExvrk
- manigandham 6y agoThis made the rounds in adtech in 2016 and it's really nothing special. His entire speech comes down to a single quote: "media will be quantified". Sure, everyone wants that. Precise attribution has been the holy grail for a long time and the struggles are far larger than just a few technology products. The new battleground is first-party data and clean rooms vs privacy regulations. And that's after dealing with all the politics and perverse incentives that happen in such a massive industry.
- disgruntledphd2 6y agoAlternatively, they dumped hundreds of millions of dollars into ads based on a wildly unrealistic notion of a customer lifetime (much like the rest of Silicon Valley).
- im_down_w_otp 6y agoI didn't say they achieved their goal. Though I do think it was/is an admirable one. It would be nice if marketing budgets weren't a near limitless accountability-free money pit.