Adalytics reposted this
I have spent quite a bit of time with Adalytics over the past 12 months and I continue to be amazed at the incredible detail their research offers. There seems to be *some* noise when the research comes out and then we all go back and hide in our shells without acknowledging the fact that the industry is incredibly flawed. 💡A RMN that delivers 100K+ impressions over a 7 day period should be questioned by any marketer. With a 14-day attribution window, it's no wonder we re-introduced the concept of cookie bombing via MFA websites. How many marketers are actually digging into their log files? To quote one of the all time best, "Will the real marketers please stand up" 🛑 As an industry we all know these things are happening, but the real question is what are we going to do about it? We must stand up to what is right to deliver a business' objectives, cheap scale is not the answer as it creates cesspools of inventory which inherently creates obscure attribution methodologies. It's time we start to speak up for what is right and what is wrong. Brands need to take a hard look in the mirror and start to change the conversation internally with their leaders. By chasing costs we create false attribution which inherently is driving poor enterprise investment decisions being made. We can and should be better, but we must come together to change the industry for good, the way Adalytics has been opening everyone's eyes to what is happening. Also CC: Kargo and Harry Kargman, for what I already knew, but glad they got the recognition, for having one of the more buttoned up ecosystems in the industry.
Keri Thomas
6mo
A lot of marketers are too scared to have hard conversations and are fine with the fluffy vanity metrics that MFA excels at. Not to mention the low CPMs and faked attribution that keep those marketers addicted to the “results” because then they get their bonus without having done anything real for the company. Adalytics continued research into the endless ways media budget is wasted should light a fire for brands.
Vincent Flood
6mo
You're getting a standing ovation for that post here in London Vinny Rinaldi. It really is refreshing to read a post by a marketer that isn't just pointing the finger and claiming victimhood, and your company is lucky to have someone who has the best interests of the wider company at heart. MFA sites are very much a system failure and everyone in the supply chain needs to align to improve the Internet, so quality publishers are rewarded and impact for advertisers is actually delivered, and not just on an Excel file with cosmetic Mickey Mouse metrics.
Dave Morgan
6mo
Thanks Vinny Rinaldi ... exposing the practices and calling them out is an important start! Getting this work on industry event main stages is what we need to do next.
Bennet Harvey
6mo
Can we agree that the baseline assumptions of AdTech have predetermined these abuses? We need to demonstrate and experiment with rearchitected frameworks to serve the direct connection of merchants and purchasers. Such a platform must exclude sale of identity, and must include perfect transparency. Let’s be clear - Citizens must own their identities. We can eliminate identity sales by the Mag 7+ and better serve Citizens, merchants and brands. Now is the time. DM to discuss Reconstitution’s demonstration under development.
Joshua Lowcock
6mo
Applaud you Vinny Rinaldi for being one of the few marketers who will stand up and call this out… we will only change the industry if we admit where it has failed and work together to make the change.
Mark Andrews
6mo
Well said Vinny Rinaldi. At ID Comms we often see industry press focus the narrative on the media buy itself (how transparent it is, what level of quality there is, or isn't) but it often pays less attention to the measurement system behind the media buy. I see this as a fundamental factor, as this guides the platforms on what media to buy and what media it rewards aka MFA. Accountability on the advertiser side is necessary but the good news is that change is possible and advertisers can drive competitive advantage if they get it right
Jacek Chrusciany
6mo
Fully agree Vinny Rinaldi! The change starts from transparency. Advertisers deserve a transparency in how/where their media is bought. They need to take back control and start monitoring how their campaigns are set up as this is where ALL media decisions are made.. You can not fix digital media in powerpoint slides..:-)
Todd Sawicki
6mo
I built and ran a DSP for many years. Vinny Rinaldi even though we offered log files to all of our customers. Not a single one ever actually requested a specific log file or analyzed one. Not a single one. That being said - at least our DSP allowed any buyer to setup any campaign to include or exclude specific sites or categories of sites. Every other DSP tends to work that way (RMN's are different b/c they are not user controlled by definition) and so if ads are showing up on a particular site then that's because the campaign was setup to allow it. And if a brand and their campaign managers decided to run on a MFA site then it's their choice to do so.
Jordan Witmer
6mo
It’s so hard to be the first through the wall. So many have built careers and reputations ON the flaws. It’s a scary proposition to admit something is wrong.
If I were an advertiser, I would have some tough questions for the industry groups collecting dues. What is the point of an association of advertisers that does not advance their collective interests more than each advertiser can on their own?