And some sites will take their fake users who don't look at ads and put them in front of VC as a fake business plan https://t.co/ffKpoXeYUN
So you can create fake "disruption" https://t.co/CGxAmyGis6
And maybe 90% of advertising budgets get stolen? https://t.co/wUhT8P4Jrz
There are so many fake numbers and bullshit in the ad tech/media/digital publishing ecosystem it's a defense mechanism, even the people who know they are bullshiting can't tell you where the lies end and the truth begins BY DESIGN.
Almost everyone has incentive to lie, defraud, steal, and barter on user data https://t.co/HC37Urg8Kh
And at the end of the day, we're still only sure 8% of ad impressions are seen by humans.
We can't keep trusting ad tech, the IAB, the big tech companies, or the exchanges. The marketplace requires compression, regulation, and transparency,
But every day the marketplace grows and becomes more opaque https://t.co/VK39Apvq4a pic.twitter.com/536JBAGY38
Everything is fake, no one knows what is going on, there's not even a mechanism to create trust, much less incentive to use it. The only people in the internet ad tech game you can trust are the ones who this is hurting the most: legit advertisers, legit publishers, users.
But with every extra middleman or bullshit ad tech company added to the chain it becomes exponentially harder for the three main points in the marketplace to talk to each other or know what's going on.
No tool that isn't in the hands, transparent to, and in the control of one or more of those three end-points of the ecosystem is going to work. If it is out of the hands of legit publishers, advertisers or users the incentive for fraud will continue being greater than the truth.
The ad tech ecosystem doesn't need to be pruned. It needs to be burned to the ground. Until that happens everything that's wrong with the internet will continue to just get worse, because ad tech creates the *incentive* to make it worse. pic.twitter.com/j2VzSJ3ZUd
There *is* a way forward from where we are, but everything has to change. Whole new conversations have to happen. Billions of dollars are all being transacting in this network of fakeness, and to repair that means acknowledging that we can no longer conjure money from nowhere.
And there are a lot of *real* people who are going to push hard against that. People who don't care that their system creates fake news, fake economies and fake ads. People who don't mind destroying the internet for an extra million or two.
It's going to be a challenge to acknowledge that compressing and correcting the internet's ecosystem is going to take a lot of the money built on bullshit and make it disappear. I think burning it all down and building anew is easier. But even that is *so* hard.
Even getting people to acknowledge that the problem of the fake internet is based in money, even if it produces politics as well, is hard. And I don't see a fix unless we start *really* regulating from the government level. Which is its own challenge.
The internet is full of fake bullshit, run on fake numbers, profitable on fake models, feeding you fake information, supporting fake users. None of this is by accident. Make good choices, build the right technology, tell Congress to start making laws.
Now I'm going to get back to doing my best to try to build better tools and approaches. pic.twitter.com/QIwvwdu55s
Mark Plant @MarkPlant
The thing is I am fairly sure 'ad tech' is a bubble which will go pop. I think it's bullshit. Stats bullshit. Conversion bullshit. It's just a crock. Pop the bubble soon please world...
I think the grip ad tech holds is that it has made the b2b customer (ad buyers) relevant in their contexts - with all the lingo and running targets of SEO and other craptacular adtech there are cadres of marketing departments who make a living buying crap.
Mark Plant @MarkPlant
Correct. I actually worked for one if the idiots who fell for it AND used his knowledge of it to score a new job. So tiring. It's all meaningless. No results