Ad networks can offer to optimize the impressions, help to with targeting.
After all the current implicit user profiling and targeting is already not a 100%. Many people use adblockers, many devices are used by more than one user, etc. (In this day and age we are still baffled how Amazon/Google/whatever advertises us - for days - the same fucking thing we just purchased yesterday. Of course, because based on their model it's still the most likely thing the user might buy or click on, etc.)
Google seems to be already moving away from individual profiles with FLoC - of course they still want all of the data to be able do dynamically allocate users to cohorts (to maximize their profits).
And this is why Tiktok and Instagram just went ahead and are now doing direct sales. (They put a link on the video overlay where the user can go and buy whatever shit the video talks about.)
> isn’t a win for [...] sites
this is something that a lot of people are pushing back on, because their claim is that we need some slack in the system for sites to be able to pursue their own creative vision (however lame, banal, mundane, or seemingly useless it is). before every click was tracked it was okay if some article (or video) underperformed, because in general the advertiser got the increased sales (or brand awareness or whatever they measured)
I’ll be honest that’s too long of a post to read and a cursory reading didn’t really shed any light on your point of view.
Many of us are old enough to remember untargeted ads, and pretty much all anybody saw at the time as an ad for cialis/viagra. 14 year old girls, 25 year old men, it didn’t matter, clearly you’re in the market for ED meds. this is a regression and i’ll take anonymized profile data over seeing completely irrelevant ads.
One thing that stood out to me from your post is this
> Many people use adblockers, many devices are used by more than one user, etc.
adblockers see no where near the adoption you seem to think, as it’s not many users, it’s a very small minority. and most users in fact have their own device and have for some years now. you seem to be detached from reality.
> this is a regression and i’ll take anonymized profile data over seeing completely irrelevant ads.
exactly. let the user decide. that's why it's out to be opt-in/out.
> you seem to be detached from reality.
I'm simply stating factors that are not insignificant compared to the difference we are talking about.
the policy discussion starts with cost-benefit analysis of "implicit profile-based ads" vs "alternative ads", and I'm simply stating that there are already many factors that ad networks consider.
FB/Meta rolled out Advantage+, which is a machine-learning-based full campaign optimization system. (The advertiser uploads many banners, and Meta tries all of them for various target groups, and learns which one to show for which users.) ... and it did all this because of Apple's ATT (app tracking transparency)
After all the current implicit user profiling and targeting is already not a 100%. Many people use adblockers, many devices are used by more than one user, etc. (In this day and age we are still baffled how Amazon/Google/whatever advertises us - for days - the same fucking thing we just purchased yesterday. Of course, because based on their model it's still the most likely thing the user might buy or click on, etc.)
Google seems to be already moving away from individual profiles with FLoC - of course they still want all of the data to be able do dynamically allocate users to cohorts (to maximize their profits).
And this is why Tiktok and Instagram just went ahead and are now doing direct sales. (They put a link on the video overlay where the user can go and buy whatever shit the video talks about.)
> isn’t a win for [...] sites
this is something that a lot of people are pushing back on, because their claim is that we need some slack in the system for sites to be able to pursue their own creative vision (however lame, banal, mundane, or seemingly useless it is). before every click was tracked it was okay if some article (or video) underperformed, because in general the advertiser got the increased sales (or brand awareness or whatever they measured)