Richard K Howe

Board member, @Inuvo | Transformational and Change
Leadership | Focused on the Future of Advertising & AI, Customer Intelligence, and Consumer Privacy

[Richard K Howe @RichardKHowe]

These are the people an ID-based DSP/pixel graph tends to drop, under-bid, or treat as anonymous:
1. Safari users (iPhone, iPad, Mac)
Dominant on US mobile. Cookies do not persist across a real consideration window. Frequency caps and retargeting pools collapse.
2. iOS users who denied ATT (~60%+)
Invisible to IDFA-based in-app and app-to-web matching. That is most of the iPhone install base.
3. Firefox (and other ETP) users
Same third-party cookie death as Safari, smaller share, same identity hole.
4. Privacy-browser users (Brave, DuckDuckGo Browser, etc.)
Tracking blocked by default; fingerprinting also constrained.
5. VPN / Private Relay / proxy users
IP-based identity and geo targeting fail or flip. You lose both location and a cheap matching key.
6. Ad-blocker users
Pixels never fire. Common on desktop; growing on mobile. Those impressions never enter the ID graph.
7. Private / Incognito sessions
No durable cookie, no IDFA handoff. Session dies when the tab closes.
8. Cookie-consent rejectors and “Do Not Sell/Share” opt-outs
Legally unusable for ID-based targeting even if the browser would store a cookie.
9. People who clear cookies or reset advertising IDs
The ID you bought last week is gone. High among privacy-aware and power users.
10. Long-cycle buyers on Apple devices
Click Monday, buy on day 10–30. ITP already expired the ID. You miss attribution and retargeting of high-intent returners.
11. Cross-device / multi-browser people without a login
Phone Safari + work Chrome + CTV with no hashed email or first-party ID. The graph cannot stitch them.
12. Often the more valuable slice of the same category
Apple-ecosystem and privacy-tool users over-index toward higher income and higher spend in many verticals. ID-only buying concentrates spend on the easier-to-track remainder (Chrome + opted-in Android + logged-in walled gardens), not on the people you most want.

[Richard K Howe @RichardKHowe]

@farman4x -7

[Richard K Howe @RichardKHowe]

@0DonaldTrumpJr1 220

[Richard K Howe @RichardKHowe]

@farman4x 100

[Richard K Howe @RichardKHowe]

@DollyParton RIP @DollyParton

[Richard K Howe @RichardKHowe]

@EricTilbury_RTB Captain America - love it

[Richard K Howe @RichardKHowe]

@tekboylz 21

[Richard K Howe @RichardKHowe]

@Mimiiben1 each successive number is (Prior number*2)+1 ----- 31*2+1=63

[Richard K Howe @RichardKHowe]

We've been educating publicly for many years now that the ERA of AI was upon us, and that the use of identity as the cornerstone for audience selection and targeting was obsolete. The industry we are in, dominated by giants, has been slow to realize this change (that is now abating, finally). We (INUVO) have been proven correct and our various Audience Modeling and Selection Agents (collectively, the Intentkey) is the most powerful technology designed for the future of Advertising with a commanding technological lead over anyone else.

[Richard K Howe @RichardKHowe]

@EricTilbury_RTB Love cold cuts

[Richard K Howe @RichardKHowe]

@elonmusk This Paper is the best historical account of Empires (Why they come and Go) I have read. Grokipedia Summary Here: https://t.co/tAd04Tn8xk - However, its worth reading the entire Fate of Empires paper Here: https://t.co/vxS6mrlySw

[Richard K Howe @RichardKHowe]

@EricTilbury_RTB Isn't it amazing how a profit motive combined with an aversion to change causes so many people to continue to use obsolete methods ill aligned with their clients best interests.

[Richard K Howe @RichardKHowe]

@BillAckman , you are exactly the kind of person to publicly take this kind of action. Moreover, successful or not, publishing the process and outcomes would be valuable. Teams I have managed have been in similar situations where we knew the threats were "bogus" and "irrational", but we settled or passed it along to our EPLI insurer and paid the deductible (although like you, we really wanted to have our day in court). The economics just didn't support this approach. I will add, and this should not be considered the case generally, but in the far majority of our cases, the employees were female, which reinforces one of the cause/effect implications you cited in your remarks.

[Richard K Howe @RichardKHowe]

Identity & data & measurement is where the industry is challenged. This is where your readers should consider focusing attention because it's the data that gets used to make a decision about whether or not to purchase the media and the methods used to measure across platforms that will matter the most to the bottom line (actual sales of goods and services). Despite advancements in AI, the programmatic industry remains desperately addicted to using consumer "identity" as its primary mechanism for media purchased and with the continued deprecation of ID's, this construct is already obsolete and why for current purchasers of programmatic (and for media buys across platforms), there is a less than acceptable margin on the collective media purchased. i.e., available media inventory (within programmatic) is in effect constrained only to where there is an ID. Further, measurement across media tactics is also now mostly ineffective as it too often also depends on IDs (to stitch things across platforms). This now less than ineffective method also includes the measurement reporting within platforms like Meta & Google. Non ID based AI based Targeting and Predictive Measurement based on actual sales is the way to go. Work with companies doing this.

[Richard K Howe @RichardKHowe]

@aripap @AmazonAds @nealrichter @btomasette These charts are in effect "pay to play". They help nobody whose searching for the "next best thing"

[Richard K Howe @RichardKHowe]

@EricTilbury_RTB RIP Chuck

[Richard K Howe @RichardKHowe]

@kejca @grok , is this suggestion by Munger analogous to the the null hypothesis concept ?

[Richard K Howe @RichardKHowe]

@sciencegirl @grok , after re-attachment in this manner, does the tendon itself reconnect to itself over time at the juncture of the tear ?

[Richard K Howe @RichardKHowe]

@EricTilbury_RTB “There are no shortcuts to any place worth going.” — Beverly Sills

[Richard K Howe @RichardKHowe]

@newstart_2024 @grok , are the things said about these notable figures true?