Move Fast and Break Things: How Facebook, Google, and Amazon Have Cornered Culture and What It Means For All Of Us by Jonathan Taplin

Author:Jonathan Taplin [Taplin, Jonathan]
Language: eng
Format: azw3
Publisher: Pan Macmillan
Published: 2017-04-20T04:00:00+00:00

How could it be that American brands are willing to spend $6.3 billion advertising to bots? The first reason is that the current “ad tech” business is like the Wild West during the Gold Rush — filled with scammers. But all this is going to change. At a conference in February of 2015, LUMA Partners CEO Terry Kawaja noted that out of more than two thousand ad tech companies in the market, just 150 might survive. Digiday reported his speech with the ominous headline WINTER IS COMING FOR THE AD TECH INDUSTRY. The beneficiary of the consolidation will be Google and its ad tech subsidiary, DoubleClick, which together already have a huge share of this business and will be able to buy the smaller players when “winter” comes. Here is Bob Garfield again:

I think legislators, regulators and litigators will eventually (and maybe soon) begin to bring the hammer down. Furthermore, as the world moves to mobile, which is a more cookie-free environment, the tracking is more difficult. I think ad tech is its own worst enemy. Bot fraud, programmatic buying and ad blocking are costing marketers billions and compromising any advertising’s ability to reach actual humans, which means that the very digital marketing system that represents the threat is itself on a bad trajectory, perhaps toward implosion.

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