@joe_zappa@aripap@bokelley Lol.. normally people who throw around pejorative "derangement syndrome"s don't chicken out on debates. Keep it up, keyboard warrior! ๐
@HatesAdtech "Unsafe" inventory on premium publishers is one of the biggest bargains in digital media.. literally best use of DV/IAS data these days is to fade it. https://t.co/XZSC7el6Ti
@Scrilla100@elevin11@mikeosullivan 4/ compliance with the standard is easily verifiable. Otherwise markets tend to settle on โratingsโ published by a trusted third party as currencies after using them for arbitrage.
@Scrilla100@elevin11@mikeosullivan 3/ who typically donโt have an interest in arb except when currencies are fucked, just take the new metric to sellers and ask for their guarantees to be made this way. And you have a new market-driven currency. Fiat metrics are typically a bad idea unless
@elevin11@mikeosullivan@Scrilla100 Best way to create a shared understanding of quality is to prove lift to buyers and help them arb.. then as the alpha gets squeezed help the sell-side trade w/ it. Limited incentive for sell-side to get involved until buy-side is on board.
@elevin11@hypersoren@joe_zappa@reidjjackson "just buy outcomes" is such a weird take.. ignores incentives, attribution gaming, tension around funnel control, etc.. paying a vendor to eat conversion risk is long term bad. Smart brands are shifting spend from lower funnel to brand.. the outcome for that? quality reach
@joe_zappa The bear case is cost-based incentives, which unfortunately a lot of the industry is subject to.
Luckily price and quality very dislocated at points in the digital media market, creating an opportunity for arbitrage while still lowering CPM.
@warrenzenna@joe_zappa Yes and no.. technically there are plenty of impressions that don't cross the 50% for 1 second threshold but capture meaningful attention. I think Meta put out some research on this.
@joe_zappa Three main schools of thought:
1 Viewability+: how long was the impression viewable for, plus engagement
2 Duration-based: measuring or predicting how long people are paying attention
3 Probability: probability of attention to any ad in a placement
@BishPlsOk@pesach_lattin@marketecturetv Valid point, we could talk more about "Media Quality" than "attention", we do license a ton of eyetracking data that forms the basis of our algos.
Separately, it's pretty hard for currencies to be transparent without being goodharted (ha!) when the substrate is super malleable
@Grace_Kite Grace - weโd love to help / share data showing the connection between attention metrics and outcomes. The chart above uses duration as a measure of attention.. this is a very bad idea with plenty of unintended consequences: https://t.co/2lfe6ijIdH