Paradise found: targeting without waste
Introduction
BT today: hit or miss
Paradise found: targeting without waste
Requirement 1: an open marketplace
Requirement 2: an open technology platform
Requirement 3: an open mind
No one ever said this would be easy, but there is a better way. In a perfect world, advertisers have access to an extraordinary volume of targetable inventory. Any network or publisher making ad space available for these high-value ads has access to an equally extraordinary number of advertisers, campaigns and ad creative units. In this world of abundance, advertisers almost always hit their target, and networks and publishers almost always deliver a targeted ad without defaults.
This is Eden, so advertisers have access to inventory they can cherry-pick all day long, serving ads only when they have precisely the right ad for the right targetable browser.
There are fewer bright red cherries than dull or overripe ones, so campaigns end up smaller and prices somewhat higher. But because the whole orchard is so much larger, even the lower campaign volumes may exceed what's available today with single networks running individual farms. And if pricing is auction-based, there's no behavioral premium, either. You bid higher when you know that a user is worth more to you as a Car Shopper, a customer, or other segment you seek, but you only pay a bit more than the next highest bidder, who may not recognize the same value you do.
There's no waste, no defaults to kill off publishers' inventory that can be used for something better, and both advertiser performance and publisher effective CPMs meet or beat expectations.
Where in the vastness of the World Wide Web does this parallel universe of endless inventory and advertising exist? How can the process be enabled without any single party controlling all of it?
We need a playground big enough to accommodate anyone with inventory, campaigns or technology for a marketplace where publishers, advertisers, networks and technology providers can all mix it up and compete fairly and in the open.
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