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Marketing is changing, it’s time to adapt.

the era of traffic—chasing scale of anonymous pageviews—officially came to an end.

The models that have worked in the past are not the ones that will work going forward. The ease of distribution that publishers had at the time is going to get significantly harder now that the biggest platforms are resistant to sending their traffic off platform.

Traffic as a unit of currency simply won’t matter anymore. We will need to develop new ways of acquiring and retaining audiences.

And this isn’t a bad thing

The quantity of people may be smaller, but they will more likely be seeking out the information you have.

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Do you use data, or get used by it?

“Advertisers prioritize cost over value, sometimes to their own detriment. They chase cheap CPMs.”

Metrics like CPM are outdated, unless you somehow get paid for impressions.

Using only one metric to make any decision is a trap. Use multiple metrics and trends to uncover the story behind the data.

And prioritize value over cost. Digital ads cost more when you’re doing it better (by more I mean compared to optimizing for volume above all else.)

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Snapchat+ brings in almost $20M a month for the AR/camera/messaging platform.

Meta may offer an ad-free subscription for EU-users to satisfy regulators. Same with TikTok (not sure which markets though).

The internet continues to splinter across geopolitical divides and advertising is one of the fulcrum points.

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For Google Ads peeps, looks like Discovery campaigns are being auto-upgraded to Demand Gen.

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The dawn of the age of the ideapreneur

Okay, so access to tech won’t differentiate you and prompt engineering won’t differentiate you. What will? Your ideas
…
The ideapreneur is someone who has learned to harness and control their creativity, to generate better ideas that they can then ask machines to bring to life. That’s the differentiating skill, the X factor – your ideas beget your machines’ output, and the better your ideas are, the better your machines’ output is.

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3 developmental fields at the top of my interest list:

  • Chips (especially for AI)
  • Batteries
  • Nuclear

On #1, OpenAI is thinking about entering the chip game.

It would make sense, and make them comparable to the other mega-platform players with custom chip ops (Apple, Amazon, Google, (Meta?), etc).

I wonder if Cerebras was the acquisition target.

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LinkedIn announced AI-powered automated ad campaign creation that “will recommend an end-to-end campaign and automatic optimizations to reach the right B2B audience with engaging creatives, which marketers can adjust and fine-tune before they launch their campaign.” But a few days later the documentation link is a 404, so maybe it’s a thing and maybe it isn’t?

You can still use AI to create a predictive audience based on your pixel data.

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X (Twitter) is desperate for money since Elon has been scaring off advertisers. If you can’t get paid directly, why not get that money indirectly? (Deception fits the current playbook perfectly.)

Enter: Google Display Network

advertisers will be able to tap into the X home feed inventory through Google Ads Display campaigns

Potentially more importantly for you, you can exclude the placement.

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[Meta wants] to try to continue to shift advertisers from these lever pulling to creative iteration and creative innovation, and that’s where they want to put people.

-Andrew Foxwell

There is no such thing as in-platform secret sauce anymore in digital advertising. Your secret sauce is now your creative and content teams.

This is the future.

via Today in Digital premium podcast

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🎉🎉🎉

If you’ve enabled Google Signals for your property, simply disable “Include Google Signals in Reporting Identity” on the Admin’s Data Collection page.

Turning this option off helps to minimize data thresholding if your property uses Belnded or Observed reporting identity.

via MarTech