‘Digital supply chain is infected’ and ad tech firms will die off warns Simulmedia founder
The founder of US targeted television advertising company Simulmedia has warned that the American digital advertising market has become rife with media rebates and credits in way that has “infected” the digital supply chain.
Morgan: Digital supply chain has become infected.
The founder of US targeted television advertising company Simulmedia has warned that the American digital advertising market has become rife with media rebates and credits in way that has “infected” the digital supply chain.
Ahead of the looming ANA report into transparency, ad tech expert Dave Morgan warned that the number of players in the digital ad tech space was set to “shrivel”, due in part to the growing self-interest in the space.
“I have worked in advertising for 25 years,” said Morgan. “I really, really like this industry but it has started to be a lot less fun in the last five or six years.
So, “You can all be certain that five years from now no-one will be able to hide. No-one who is supplying media or marketing services will be able to hide from the exact impact of each and every communication or impression.”
Total bollocks.
Just tell me how (say for example) that FPC in Women’s Weekly will know who is looking at it.
Or as that highly credentialed media commentator, Darryl Kerrigan, put it – tell him he’s dreaming.
Dave is right for all the reasons he cites..and lots of other reasons.
At the beginning, middle and end of the day, when it comes to the value delivered to marketers and users in the digital media supply chain, there is less..a whole lot less .. than meets the eye.
it’s not my line, but whoever said ‘where there’s mystery , there’s margin..nailed the digital media supply chain.