RIP display ads biz model

Google can own over half of the digital advertising market, cut its direct rival off at the knees, and receive widespread praise for having done so, even as users give out less personally identifiable information in exchange for being more easily profiled. Yay?

“Google’s Ad Announcement, The Privacy Sandbox, Google’s Advantage”, Stratechery ($$$)

The display ad market has long being a dying horse as a business model. Google is effectively putting the last nail in its coffin by going with cohorts and tracking through browsers rather than traditional cookies.

They own everything, and they are the only ones with the scale to make it truly work.

Game over.

If business reliant on display advertising as their business model haven’t woken up yet and started transforming their business model yet, this is the final call.

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