Recent blog entries for dmarti

Look who's beating the advertising business at the BS game.

I read Bob Hoffman's blog, and, fine, I have to agree that advertising has a certain amount of bullshit in it. But the sad news is that old-fashioned brand bullshit is losing out to web-scale Big Data bullshit. Seriously, ad people, you're getting beat by a bunch of computer programmers. That's weak. Our idea of bullshitting is stuff like Look at the the ROI to the company if you buy me a faster computer! We're just tech people, no formal training in any of this stuff. We shouldn't be able to out-bullshit anybody. But I guess that as soon as you throw TECHNOLOGY and STATISTICS into the mix, ad people are all, whatever you say!

Bwah ha ha.

How about a simple example of the kind of thing that gets through?

I'll start a used car lot, and hire a statistician. She stands around with a clipboard and watches the people who walk in. 20% of the people kick at least one tire. Out of the tire-kickers, 10% end up buying a car. Out of the rest of the people, only 1% end up buying a car. So, out of every 1000 visitors:

20: kick a tire and buy a car.

180: kick a tire and don't buy a car.

8: don't kick a tire, buy a car anyway.

798: neither kick a tire nor buy a car.

What do I do with this information besides sell 28 cars? Maybe, not much. But let's say I need to hire my nephew. So he comes in to work and starts handing a live rat to everyone who kicks a tire. Now, half of the people who get a rat just run away.

100: kick a tire, get a rat, run away.

10: kick a tire, get a rat, buy a car.

90: kick a tire, get a rat, don't run away but don't buy a car.

8: don't kick a tire, buy a car anyway.

798: neither kick a tire nor buy a car.

Now, are the rats a good idea? If you want to go by common sense, probably not. I'm selling 18 cars instead of 28. But let's say the nephew and the statistician work together to justify the rats. The statistican can do multi-touch attribution on car sales. How does that work?

Simply speaking, channels that appear more often in converting paths than to no-converting paths receive a higher weight, which in turn allows them to claim more conversion credits and thus revenue.

By multi-touch attribution, the rat plan is a huge win. There are 18 converting paths and there's a rat on 10 of them.

So, did I convince you that we should be handing out rats to more customers? Probably not. But use real-world messy data, dress it up with a few more graphs and some more mathematical-sounding language, and make the rats digital? Hell yeah.

Syndicated 2014-12-13 15:29:11 from Don Marti

Thought Leader Insights

Thought Leader Rob Rasko writes: One of the greatest fears publishers face is an impending loss of revenue, based on the spread between what they earn selling their premium inventory and what they earn from programmatic. In some instances, the delta between publisher premium and programmatic can be as great as ten to one; in other words, some publishers’ programmatic ads are earning only ten percent of what their premium counterparts earn. Since programmatic is here to stay...

Too much corporate speak. Let's see if we can find someone who puts it more clearly. This is my neighborhood. You and your friends have to show me a little respect, ah?....You should let me wet my beak a little.

Adtech proponents don't say it like that, though. It's not adtech people wanting to take web publishing's ad revenue away on their own initiative. Programmatic is here to stay and it's all INEVITABLE because of TECHNOLOGY and stuff. How about that Internet, disrupting the economy again? What can you do?

This is, of course, bullshit. The mess that web ads are in, where adtech destroys more value than it captures, is a matter of economic gamesmanship, not technological inevitability. Like all long-running varieties of bullshit, the adtech variety depends on different qualities to get past different people. It beats regular marketing people's filters by having just enough math in it to scare them. It gets past the technology people by appealing to one of the oldest, most deeply held IT biases: if it was hard to write, and technically elegant, it must be good. (Ever notice how so many tech people automatically say better ads instead of more targeted ads even when targeting reduces a medium's value?) Finally, the people with the best chance of detecting adtech bullshit—journalists who cover business and the web—are kept looking the wrong way by their own pride in the editorial/advertising firewall, which is ordinarily a good thing.

So what's the answer? Let's look at the chart.

Print is moving down and to the left. It'll be too small for analysts to bother tracking within a few years. Mobile is moving to the right, and a little up. All the web has to do is let mobile take over the bottom right corner, which it's on its way to doing, and move up and a little left to get out of the way and take print's old niche.

That depends on fixing third-party tracking, though. Maybe, if we can somehow get all the Thought Leaders to focus on native apps while the web quietly fixes its trackability issues, it'll be fixed before anyone knows it. Especially if publishers can give the audience a little nudge.

Bonus links

Leslie Anne Jones: Trapped between Yelp and a hard place

Alana Semuels: Is There Hope for Local News?

Rance Crain: Is Consumer Tracking the New Advertising?

News: Cleaning Up the Ad Clutter

Baekdal Plus: The Four Laws of Privacy - (by @baekdal)

John McDermott: Google’s display advertising dominance raises concerns

Lucia Moses: Inside T Brand Studio, The New York Times’ native ad unit (via Mediagazer)

Judy Shapiro: It's Time to Balance the Tech-Human Element in Marketing

Ruben Bolling: Richard Scarry's Busy Town in the 21st Century (via

Dan Gillmor: When Journalists Must Not Be Objective (via Dan Gillmor)

Samuel Gibbs: Europe’s next privacy war is with websites silently tracking users (via Techrights)

Mark Wilson: TMI Is The Future Of Branding

george tannenbaum: Mike Nichols and Digital Natives.

Tom Philpott: Brazil's Dietary Guidelines Are So Much Better Than the USDA's

rhhackettfortune: How online pharmacy spammer organizations really work (via Krebs on Security)

Jim Edwards: Google's New Ad Strategy Could Delay A Bunch Of Tech IPOs (GOOG) (via VentureBeat)

Ben Goldacre: When data gets creepy: the secrets we don’t realise we’re giving away

Zach Wener-Fligner: Google admits that advertisers wasted their money on more than half of internet ads

Barry Levine: With Big Data, where’s the magic in marketing? - latest science and technology news stories: Unlike humans, monkeys aren't fooled by expensive brands

Syndicated 2014-12-07 05:24:34 from Don Marti

Figure 1

Well, "Targeted Advertising Considered Harmful" has a graph now.

This is what happens when you take the ad spending vs. user time data from each year's edition of Mary Meeker's Internet Trends report.

What is it about print advertising that makes it so much more valuable per user minute than web or mobile advertising?

Why has web advertising stayed in roughly the same spot even as the amount of processing power being thrown at the problem of matching users to ads increases?

Why is mobile, the most targetable medium of all, even crappier than the web?

Syndicated 2014-12-05 04:53:09 from Don Marti

Nifty tech delivers ineffective crap at incredible speed!

Andy Oram: A small technological marvel occurs on almost every visit to a web page. In the seconds that elapse between the user’s click and the display of the page, an ad auction takes place in which hundreds of bidders gather whatever information they can get on the user, determine which ads are likely to be of interest, place bids, and transmit the winning ad to be placed in the page. (How browsers get to know you in milliseconds)

Bob Hoffman: The rate of clicking on banner ads is so tiny, that for a media genius to deliver the 100 clicks she promises a client she has to buy over 100,000 impressions. And so, in trying to achieve goals, an enormous amount of ads must be bought. And splattered all over everything we are trying to do online. Also, because they are so ineffective, they are ridiculously cheap. And they keep getting cheaper. The result is that every creepy company in the world can afford these things and annoy the shit out of us with them. (Display Advertising is Poison)

Hold on a minute. Online display ads are terribly ineffective, despite all the bleeding-edge technology being thrown at them?

Close. But not despite. Because.

Syndicated 2014-12-03 15:13:48 from Don Marti

Who's taking all the online ad money? (it's not me)

Chris Sutcliffe says publishers are losing out to adtech: Vox may have both innovative ad formats and significant scale, but traditional display isn't seen as especially exciting in a world where Google, Facebook and ad tech firms are taking home most of the money. (Why has Vox Media been valued at less than half of BuzzFeed?)

Michael Eisenberg says adtech firms aren't making much, either: Adtech and ad networks are equally fragile as they are completely dependent on publishers (many of whom themselves, as Adam points out, are dependent on Google and Facebook.) (A Call to Israeli Engineers! Adtech Is Not For You.)

What if they're both right?

What if the money in online advertising is vanishing not because the publishers are making off with it, or because adtech firms are making off with it, but because the valuable parts of advertising are being just plain destroyed online?

What if web ads as we know them are just the digital equivalent of Windshield Flyer Guy? Checking out the car, leaving a flyer. And failing to send a brand-building signal. Targeting destroys signaling power, so adtech firms, and publishers, are fighting over a pool of money that gets smaller as they get better at grabbing it.

John Broughton explains: From the point of view of an advertiser the biggest problem with ad tech (programmatic as it’s called by advertisers) is that it, and the internet at large, is not currently setup to deliver brand advertising. At all. (How will brand advertising work? )

That old browser bug, the flaw in cookie handling that enables tracking and prevents signaling, is costing us a lot, isn't it? Time to talk about the necessary steps for fixing it , for both brands and publishers.

Syndicated 2014-12-02 06:08:40 from Don Marti

Unpacking privacy

Maybe the word "privacy" has something in common with the "freedom" in "free software". Privacy is a big heavy word, with too many meanings to be be a good part of a business message. Some free software people handled their version of the problem by coming up with the open source brand, to help close deals without having to have a big conversation about freedom. Maybe what we need today is something similar, a name for a subset of privacy that's worth money.

The big place to cash in is display advertising on the web. The money in advertising is in signaling, not direct response. And an ad medium can optimize for response rate or for signaling power, but not both. So there's clearly a small part of "privacy" that has cash value: for publishers and brands on the web, the quality of having an audience rather than a set of database records, the chance at making web ads work like magazine ads, not like the "windshield flyers" they are today.

Before the emergence of the "open source" brand, people kept having "software freedom" vs. "commercial software" arguments. But the problem wasn't freedom on one side against business on the other. The framing around open source made it clear that some kinds of commerce work better when market participants have some kinds of freedom.

Today, "people want privacy" sounds to me like "people want freedom" and "people want data-driven services" sounds like "people want software functionality." That's a recipe for wasting a lot of carpal tunnels on having two different arguments, threaded together. We need a new word for the economically helpful aspects of privacy, so that we don't have to argue about a word that's just as complicated as "freedom" when we just want to implement a subset of it.

(We do need to keep talking about freedom and privacy sometimes, even though they're hard words. But just as we can have better Internet freedom conversations when we can show examples of corporate-supported free software, I mean open source, we'll also be in a better position to talk privacy when we can point to whatever the new word for a subset of privacy is projects that work in the interests of publishers and brands.)

Publishers and brands can both use whatever the new word is. Publishers first. When ad networks can track the same user from expensive sites to cheap ones, and agencies buy impressions based on who the ad networks say the user is, then high-value sites (the ones that invest in original content) are stuck in the business of selling the same impressions as lower-value sites.

Once the ad networks have a user labeled as a "car intender", then some low-end site can show him a cheap cat GIF and get paid to run a (relatively) high-value car ad on it. Makes it harder for the sites that actually review cars. Content sites lose, and intermediaries win.

The question then is, why do high-value sites participate in user tracking at all? Why not just run only first-party ads? There's some research on that. The problem is that if the medium is targetable, then the best strategy for an individual site is to do targeting, even if (because of the signaling value of its content) the site would do better in a system where no user could be targeted. When we stop thinking about privacy as a big, complicated, hard concept, and try to break out some kind of Minimum Viable Privacy, just enough to protect that "car intender" from site to site tracking, then ways out of the race to the bottom start to present themselves.

For example, high-quality sites could be encouraging users to install anti-tracking tools, to make those users less targetable anywhere. This would reduce revenue in the short term for the high-quality sites (by making inventory disappear) but have a much more dramatic effect on the lower-quality sites that are only viable because of targeting. For brands, the case for helping and encouraging customers and prospects to protect a subset of "privacy" is even stronger. Just need a word for it.

Syndicated 2014-11-30 05:59:05 from Don Marti


Complexity in organizational structures and agreements between people can hide information about what is the right thing to do.

The obligation to do the right thing, however, is conserved, passed through and divided among every participant in an organization or every party to an agreement.

This is the best reason I can think of, so far, to look for simplicity in organizations and in the terms of agreements.

Syndicated 2014-11-29 18:22:27 from Don Marti

Why I'm not signing up for Google Contributor (or giving up on web advertising)

Making the rounds: Google’s New Service Kills Ads on Your Favorite Sites for a Monthly Fee. Basically, turn the ads into the thing that annoys the free users, wasting their bandwidth and screen space, until some of them go paid. You know, the way the crappy ads on Android apps work.

But the problem isn't advertising. The web is not the first medium where the audience gets stuff for free, or at an artificially low price. Cultural works and Journalism have been ad-supported for a long time. Sure, people like to complain about annoying ads, and they're uncomfortable about database marketing. But magazine readers don't tear ads out, and even Tivo-equipped TV viewers have low skip rates.

The problem is figuring out why today's web ads are so different, why ad blocking is on the way up, and how can a web ad work more like a magazine ad? From the article:

If people are going to gripe constantly about ads and having their personal data sold to advertisers, why not ask them to put a nominal amount of money where their mouths are?

Because that's not how people work. We don't pay other people to come into compliance with social norms. "Hey, you took my place in's a dollar to switch back" doesn't happen. More:

It could save publishers who are struggling to stay afloat as ad dollars dwindle, while also giving consumers what they say they want.

You lost me at giving consumers what they say they want. When has that ever worked? People say all kinds of stuff. You have to watch what they do. What they do, offline, is enjoy high-value ad-supported content, with the ads. Why is the web so different? Why do people treat web ads more like email spam and less like offline ads? The faster we can figure out the ad blocking paradox, the faster we can move from annoying, low-value web ads to ads that pull their weight economically.

(More: Targeted Advertising Considered Harmful)

Syndicated 2014-11-22 16:34:02 from Don Marti

Round-up for your future?

Another example of how the firearms industry is better at thinking long-term than the IT industry is.

MidwayUSA has a NRA Round-Up Program to make it easy for customers to make a small change donation to the National Rifle Association when placing an order. They have collected more than $10 million just through that one program (and they have others).

Does any IT vendor offer "round up for EFF?"

The IT industry in the USA depends on the First and Fourth Amendments, but we don't take care of them the way that the firearms industry helps with the Second. More: Learning from Second Amendment defenders.

Syndicated 2014-11-21 15:30:56 from Don Marti

Interest dashboard?

Mozilla's Interest Dashboard is out. Darren Herman writes,

The Content Services team is working to reframe how users are understood on the Internet: how content is presented to them, how they can signal what they are interested in, how they can take control of the kinds of adverts they are exposed to.

This is vintage Internet woo-woo that will fly with real advertisers about as well as, I don't know, CueCats.

Seriously? "take control of the kinds of adverts they are exposed to?"

I want to see ads for scientific apparatus, precision machine tools, spacecraft, and genetically engineered crops, because those ads tend to be interesting. But I don't actually buy any of that stuff. So advertisers rightly don't care what I'm interested in? They care what I'll actually buy. (burritos, coffee, and adapters for connecting one computer thingy to some other computer thingy.)

The "users will take control of advertising" fantasies are just as silly as the "Big Data will enable ads that don't have to pay for decent content" fantasies from the other side.

We had an advertising model that worked, based on signaling by supporting content. Mozilla can still help us fix Internet advertising by fixing their privacy bugs, left over from Netscape days. The brokenness of Internet advertising is because of flaws in things that the browser needs to get right, not because of missing features.

More on all this: Targeted Advertising Considered Harmful

Syndicated 2014-11-12 14:14:15 from Don Marti

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