The Rebooting Show 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