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I have said this many times before, but it's worth repeating. I fully understand why publishers want to create their own ad networks to compete with Google ... and that's a good thing.
But you are not more brand-friendly.
But you are not more brand-friendly.
Here is an example of a newspaper article about terrorism, covered in ads. From a brand perspective, this is not a 'friendly' place to be.
Brand friendly, from a brand perspective, means whether your ads are placed in an environment where people might have a purchase intent.
Brand friendly, from a brand perspective, means whether your ads are placed in an environment where people might have a purchase intent.
The journalism is great, and the newspaper is driving a lot of reach to random people. And yes, the paper, as a whole, might have a reputation that makes it more respected overall.
But, articles about terrorism, crime, politics, etc are terrible at driving purchase intent.
But, articles about terrorism, crime, politics, etc are terrible at driving purchase intent.
This is why Google keeps winning. Google is offering brands a non-media advertising environment, where brands can advertise when people are searching for something specific related to their brand.
This is way more brand-friendly.
This is way more brand-friendly.
BTW: I wrote more about this here: https://twitter.com/baekdal/status/1192464236611592193
Also related (just published): https://twitter.com/baekdal/status/1200013644442079233
