Episode 91
Permutive's Joe Root on ad targeting in transition
The digital advertising system is in the midst of a shift, from an over-reliance on collecting vast amounts of data to crunch to do one-to-one targeting – dog owners getting dog food ads, cat owners get cat food ads – to a new landscape that gives people more say on data collection and pushes advertisers and ad tech companies to operate differently.
In this episode, I had a conversation with Joe Root, CEO of Permutive, an audience platform that's used to deliver privacy-safe digital advertising. Among the topic covered:
- The shift in publisher incentives to build trust vs build traffic
- Why direct sold advertising is back in vogue
- Whether GDPR’s implementation gives real consumer choice or just the illusion of it
- The surprisingly large carbon footprint of digital ads
- Why the loss of ad targeting signals has become an advertiser problem
- The demise of the long tail in favor of top-tier publishers
- Why the so-called ad tech tax will come down
increase revenue from first-party data by 46%.