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For one thing, this could finally be the stake that’s driven through the heart of the vampire that is mass programmatic advertising. For too long this has been a channel and tactic that has sucked budgets dry despite there being a very serious inability to demonstrate pull through attribution. There have been a number of supposed attempts to reel this in but the fact of the matter is that too many advertisers, agencies, platforms, publishers, etc. rely on convincing those who hold budget purse strings that they need to invest in programmatic and it’s worthwhile.
Logic would seem to indicate that when companies do get back to spending again they’ll find a channel or tactic wherein $.60 of every dollar disappears with no explanation a far less palatable option. If anything the rich in this space - Google, FB, Amazon - will get richer because any startups or burgeoning competition to big tech might potentially get squeezed out. It’s an unregulated monopoly which, while profitable for many, it’s a bludgeon for most.
I highly recommend checking out some of what NYU Professor Scott Galloway discusses on this subject. You can start by going out to YouTube and searching for the video “the four horsemen post corona Scott Galloway“.