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 Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. 

Today’s column is written by Joshua Koran, head of innovation labs at Zeta Global.

Google’s recent blog posts (one by David Temkin and another by Deepti Bhatnagar) created even more confusion regarding the future of the web – a high bar given the prior anxiety related to the threatened loss of cross-site identifiers.

To understand why cross-site identifiers are so fundamental to the open web, we need to understand why they exist. Pig View Window 3D Dishwasher Cover

These identifiers help marketers measure and optimize the value generated from their media spend by acting as a bridge across the various publishers with which they advertise, as well as their own web properties.

If the ability for marketers to measure and improve their media spend is impaired, they must either:

shift spend to outlets that provide solutions that are optimized via real-time feedback, and/or

discount the prices they pay in a manner proportional to the decline in value they receive across the open web.

As a publisher do you want fewer customers or ones who pay you less? Currently, there are three proposed futures for addressability across the open web.

I invite you to examine each of the three proposals through the lens of two famous fairytales: “Goldilocks” and “The Three Little Pigs.”

Stay with me. Both stories involve a lead character trying to seize someone else’s property – but the tales differ in how they treat this aggressor.

House of straw: No cross-site/app identifiers for the open web

Despite differing opinions about the future of addressability, one outcome most people agree on is the double-digit impact to publisher revenues that result when marketers lose the ability to effectively measure and improve their media spend.

 

 

 

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