duopoly-1

The thread of conversation this week with more advertisers pulling back on Google is:

Quality quality QUALITY!

Today, the NYTimes released this story around how Chase reduced its targeting from 400,000 websites to 5,000 to get the same result. Give it a read. This is just good, smart marketing, finding what works and doing more of it.

Question is – why aren’t more advertisers doing this? Why aren’t providers doing it for them?

Advertisers have been opportunistic to put pressure on platforms to let them use their data. And this is a constructive conversation, Marketers need tech to execute their marketing, and the industry needs standards on external technology, what’s acceptable and what’s not.


Notable Stories this Week

Deals/M&A

Campaign of the Week

  • Around the World in 12 Books from National Geographic + Audible. As a book lover I couldn’t not share. My only grouch is the load time, because of this the brand is flushing a significant portion of their budget as (we know from data) users just give up.
  • Disney Institute on BusinessInsider, 3 principles Disney uses to keep its customers happy. Simple & straightforward.

Smartest Commentary

Datapoints of Note 
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