My Gell-Mann Amnesia effect tingles reading this post. I've spent my entire career in adtech. I have a few notes below. Outside of those, Stratechery skews FB p

My Gell-Mann Amnesia effect tingles reading this post. I've spent my entire career in adtech. I have a few notes below. Outside of those, Stratechery skews FB positive, and it makes it hard to take his commentary at face value. 1. He argues that FB is able to succeed with something like Reels which are better than search at driving consumer behavior. This is not how marketers view the ad ecosystem. Early on the article he claims that the marketing funnel is compressed down to a single impression in some cases. That is where fortune 100 advertisers would disagree. They use multi-touch attribution to understand the value of each impression. In addition to incrementality tests to validate the change in consumer behavior from ad exposures. I see this as a major jump in logic to defend FB's business. > ... far more important form of advertising than search ads: yes, there are scenarios where a firm can surface something that fits exactly what you are searching for, but oftentimes search ads feel like a rake on organic results that would have given you what you were looking for anyways. 2. He goes onto an anti-Apple take regarding Apple's own data collection policies. He loses the plot on why AppTrackingTransparency exists. It prohibits apps to collect user data and link that data to 3rd party sources without user consent (opt-in). App developers can continue to user their 1P data within their properties. That is the bare minimum amount of data restrictions our daily smartphones should have. This is a generally a good thing. FB can continue to monetize itself using a breathtaking large amount of data from both opt-in users and opt-out users while respecting ATT policies. Why did FB fail to ready its ad products years in advance? Apple provided plenty of notice. FB could've easily bucket tested each one of its solutions with limited data and prepared accordingly with modeled or panel based approaches. I see this as a FB failure or a coordinated approach to play victim. Either way, keeping data in silos is better than sharing data from users across data players which consumers know nothing about. In this respect, Google's approach to Privacy Sandbox at least grants it air cover when it comes to consumer trends. FB has chosen to do nothing and they are out of ideas. Lastly, from I've gathered Apple struggles with its own ad business because of ATT.