The Outcomes Era Is Dead. Long Live The Quality Era

Digital ads industry is obsessed with outcomes – to his detriment.

This is the case made by Erez Levin, director of media counseling Emet Advisory, in this week’s episode of Adexchange Talks.

Levin has often pushed back Against an industrial hype of machines that said its “results” and the promise of advanced aiming and optimization of ads based on conversion information.

By presenting the outcomes above all, Levin claims, digital advertisers have encouraged publishers and platforms to take over the driving conversion loan, even when their ads have a small proven effect on consumer behavior.

Google-where Levin has worked for thirteen years as a product expert and strategy-more than most of the majority from the QUO status.

But Judge Leonie Brinkma Judgment earlier this month The fact that Google’s advertising technological job is a monopoly opportunity is to separate the industry from the era of outcomes and races to the bottom that pointed to the open network, says Levin.

Likewise, says Levin, Google’s Decision last week To once again turn their cookie strategy for their browser Chrome shows why merchants have to double on their own media assessment methods, not to follow the big tech.

As the tide seems to turn against Google, it can also rotate against the results, towards Levin. “A lot of customers have passed from attribution,” he says. “They know it’s very incorrect and probably a misconception.”

As a sign of moving tide, Levin indicates Google and Target Release of MMM open code tool and seemingly reduced their previous emphasis on attribution.

“Even the big guys who have benefited the most from these inherited systems know that they are not long for this world,” Levin says, “so they try to build alternatives.”

Also in this episode: Why “lemon market” the main media It takes media quality measurement, should the probable audience be marked on programming platforms and how Google has shown that it can make or break technological standards as ad.txt or new Video.Plcmt An internet video labeling field.

For multiple articles with Eres Levin, Click here.