By Challenging Google’s Targeting Ability and Facebook’s Reporting Marc Pritchard is named ‘Visionary Marketer of the Year’
October 5, 2017, 12:22 am
Filed under: Programmatic, Social Media

What caused Marc Pritchard to challenge the Google-Facebook duopoly? He says, “We talked to the digital players and said we need more transparency in terms of viewability, reach, frequency and so forth. And the data just wasn’t there.” Mr. Pritchard has the largest B2C advertising budget on the planet, so the marketing community took note.

Facebook’s over reporting of their reach is renowned.

Google’s weakness is targeting ads to the right place. We’ve had advertisers forward us email from Google reps stating that Google could buy space on our Network – which is impossible because we don’t sell remnant space to ANY programmatic vendors. Marc Pritchard is still very concerned about the quality of the content beside which his ads are served by Google. He characterizes it this way. “There are terrorist videos, then cat videos, then original programming. I’d like to go over to more of the premium and less of the cats.” Amen.

I’d suggest running ads adjacent to quality content is even more important for B2B than B2C.


Facebook Claims 25 Million Fake Americans in Reachable Audience
September 10, 2017, 10:39 pm
Filed under: Programmatic, Social Media, Web

FB was also busted recently for claiming there are more 18 year old males in the UK than actually exist. They are quickly earning the nick-name Fakebook, according to the article below.

And if it appears FB is vastly over estimating the size of their B2C audience, I’m told their audiences are even worse when they try to target a narrow vertical like commercial-farmers-in-Canada. An agency shared a story with me about using FB to target commercial farms around Lethbridge, Alberta. FB tried to claim there were several times more farmers viewed the ads than could possibly have existed in the geotargeted area.

No idea what the cost per thousand commercial farms ended up being for that Lethbridge targeted campaign. I’d sure be interested to know.

It’s little wonder that FB refuses to be 3rd party audited.

Projected Rise in Purchases Of Programmatic-Direct Web Inventory
August 14, 2017, 1:05 pm
Filed under: Programmatic, Web

So what is Programmatic-Direct? Well, basically, it’s when a vendor has multiple, proprietary sites and they make the display ad inventory available “directly with a fixed price and inventory.”

The CEO of MediaRadar, gave his take, saying: “…there is a ‘flight to quality.’ And the reasons for this aren’t a secret; too much fraud and a lack of reliable targeting in the usual open-programmatic markets.

Consequently, advertisers who are concerned with real ROI and brand safety are moving to the only sure way to avoid that weak targeting and fraudulent reporting: stop buying inventory on the open-programmatic market.

It may take more time and resources to buy digital media this way, so will it be worth it? I’m saying yes. What do you think?

Proctor & Gamble’s Marc Pritchard: We are 40-50% of the way to cleaning up digital
June 23, 2017, 12:52 pm
Filed under: Programmatic, Social Media, Web

I think the really interesting part of this article is how Marc Pritchard addresses whether it’s important that ads appear adjacent to good content.

He says that marketers now need to turn their attention to the content around which brands advertise. He believes it is publishers’ responsibility to bring a “quality and craft approach” to the content and advertising space. “There’s a lot of crap there and we need to eliminate that so we can get better content to advertise on.”

Clearly Marc Pritchard believes that it’s important that P&G’s ads appear adjacent to content that is valuable, relevant, accurate, and acceptable. This is in stark contrast to the notion put forward Canadian Google VP Jason Kee who told the Globe and Mail that “all they [advertisers] care about is reaching a certain audience.”

Marc Pritchard is right. Jason Kee is wrong. Mic-drop.

Why can’t marketers see that digital metrics are b*llsh!t? Funny stuff
June 14, 2017, 9:06 am
Filed under: Programmatic, Social Media

As long as you aren’t offended by the word ‘penis’, this may be the funniest article on digital metrics and marketing you read all year.

My only complaint with this article is that the author, Mark Ritson, considers metrics provided by Facebook and Google as “ALL METRICS”. He doesn’t mention the metrics offered by smaller publishers. He doesn’t say whether he feels metrics from smaller publishers are ‘better’ or just assumes they are also b*llsh!t. I would, naturally, argue for ‘better’; at least from a simplicity point of view. What do you think?

President of The World Federation of Advertisers gives advice for protecting brands
May 15, 2017, 10:58 pm
Filed under: Programmatic

These 5 points of advice were offered by David Wheldon during Global Marketer Week in Toronto.

He started with, “We live in a world of populist, partisan politics, fake news and alternative facts. That’s not an easy place for brands. If marketers want to select just one aspect of programmatic to understand, then brand safety should be it,”

Google is OK with Brand safety being a frustrating game of Whack-A-Mole
April 3, 2017, 1:38 pm
Filed under: Programmatic, Social Media, Web

In Jan 2017 Google Canada’s lead lobbyist, Jason Kee, was in Ottawa convincing politicians that Canadian websites shouldn’t be protected the same way other Canadian mediums are (See “Google fights proposed tax change to Canadian online advertising” Globe and Mail). His logic, “There is no way for advertisers to know if their ads are showing up on Canadian websites or not, all they care about is reaching a certain audience.” And there you have it, right from the horse’s mouth. Put another way, Mr. Kee is admitting there is little control onto which sites ad impressions are served and moreover; it doesn’t matter.

He’s wrong. It does matter.

Maybe it’s slightly less of an issue in the B2C world, but in the B2B world it’s critical that ads are adjacent to relevant, acceptable content because branding and awareness are still mission-critical advertising activities. B2B purchasers don’t spend, they invest.

This is where B2B advertisers need to be particularly cautious buying programmatically. The social media publishers and programmatic vendors struggle to keep ad impressions adjacent to relevant, acceptable content because of (a) their gigantic volumes of semi-vetted content and/or (b) the middle men that can make site blacklists ineffective. See article below.

The question then becomes; assuming a reader’s “affinities” have been accurately identified, are B2B advertisers comfortable with Mr.Kee’s assertion that in terms of serving ad impressions, adjacency to ANY web content is acceptable? I hope for the sake of the shareholders in that B2B brand’s equity, the answer is ‘no’.