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Articles by Myles Younger
What If We're All Wrong and AI Isn’t a Form of Publishing?
From time to time, Marketecture invites guest authors to weigh in with their unique insights on the media, marketing, and ad tech spaces. Today’s guest author, Myles Younger, Chief Growth Officer of U of Digital, questions the growing consensus that consumer AI will inevitably follow the internet toward an advertising-supported business model.
The 5 Unstoppable Forces Reshaping Sell-Side AI Strategy
Welcome to Marketecture! From time to time, Marketecture invites guest authors to weigh in with their unique insights on the media, marketing, and ad tech spaces. Today’s guest author, Myles Younger, Chief Growth Officer of U of Digital, breaks down AI's impact on all the people out there who are slinging adtech, martech, digital media, or related SaaS.
Yes, AI Is Going to Buy Things for Us
From time to time, Marketecture invites guest authors to weigh in with their unique insights on the media, marketing, and ad tech spaces. Today’s guest author, Myles Younger, Chief Growth Officer of U of Digital, fires back against the naysayers who believe agentic commerce is an industry hallucination. “Agentic commerce.” It’s a newfangled idea that AI will buy stuff for us or help us buy stuff. On an abstract basis, it’s a simple concept.
Information Asymmetries in Digital Media Will Eat You Alive. If You Let Them.
The ANA’s Programmatic Media Supply Chain Transparency Study finally elevates the role that systemic “information asymmetries” play in allowing programmatic waste to persist. You should also check out the ANA’s Qualitative Report from August. It includes a wealth of interview quotes; everything the study participants were willing to tell the ANA under condition of anonymity. Together, these reports are real eye-openers.
#knowledgegaps #privacyregulations #industryshifts
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AI will make browsers obsolete, so don't sweat the "death of the cookie" thing too much.
Filed under: AI and consumer behavior It’s 2023 and web browsers are around 30 years old as a technology. This age is apparent when you look at the level of manual effort required to use one. It takes an awful lot of typing and moving cursors around and clicking in order to get a browser to do anything useful. We have even built new features allowing us to invest more manual effort into browsers. Want to multi-task beyond the limits of human ability?
Here’s What I Learned at CES: 2023 Will Be All About Hybrid AdTech Domains. Here Are the Top Three.
I got back from CES on Friday evening (in time for my kids’ bedtime!) after a packed and thrilling couple of days of meetings with leaders from across the adtech, martech, and digital advertising worlds. Reflecting on everyone I spoke with, here’s what jumped out at me: Every discussion I had was focused on new hybrid domains where adtech is bumping up against some other ecosystem.
Elon Musk Proves Once and for All That Nihilism Is Not a Media Company Strategy
Many of us in the ad industry following the Elon Musk / Twitter saga are agog at just how incredibly dumb it all seems. “So…is Twitter the company now being run via shitposting on Twitter?” We’re all scratching our heads, wondering if we’re missing something. I don’t think it matters whether we’re missing something or not. The media business is, at the end of the day, a business.
Your Email Strategy May Blow Up Sooner Than You Think
Does an email still count as first-party data if you never know who the email belongs to, or whether it belongs to anyone at all? And what happens as email obfuscation becomes an “enabled by default” feature of consumer devices and web browsers? Just when everyone thought email might be a refuge from cookies and MAIDs, consumer tech companies like Apple are doing their best to ensure that email doesn’t become another tracking vector.
Twenty Questions: Zero-Party Data Edition
What is zero-party data? Ask ten people (well, not ANY ten people; ten adtech dweebs) and you’ll get ten different answers—along with some medium-to-heavy ridicule. Zero-party data is still a relatively new concept (having been coined a scant three years ago), and adtech likes to take its time settling into new ideas. Just ask the CDP people. But zero-party data probably is a thing.
Third-party Tracking Got Advertisers Deep Into Debt; Now It’s Time to Repay
A year ago I started to ponder how the digital ad industry might “unlearn” Ad Tech 1.0. This is a continuation of that line of thinking; specifically, an exploration of the wide-ranging “domino effect” that’s happening as third-party tracking goes away. Ad platforms spent the 2010’s rapidly innovating new ways to target, personalize, and measure advertising, largely based on third-party (3P) tracking.
In a Recession, Marketers Urgently Need Three Things From Ad Tech
Ad tech was born into a bull market. It mostly came about during the longest period of economic expansion in US history, starting in June 2009 and likely having just ended in March 2020. The job market was great, consumers had money to spend, investment capital was plentiful and the stock market was on an incredible tear. My own ad tech career more or less overlaps with that same timeline.
How Will an Entire Industry Unlearn Ad Tech 1.0?
I don’t know about you, but I’m pretty confident that digital advertising technology and “Privacy with a capital P” will learn to co-exist. However, that still leaves a growing blind spot in the conversation about Privacy: no matter what “Ad Tech 2.0” ends up looking like, hundreds of thousands of digital advertising professionals around the world are going to have to relearn how to advertise under a very different set of assumptions and constraints. What exactly are these new constraints?
2020 May Be the Year That Ad Tech Runs Out of Easy Answers
One of ad tech’s chief promises was that it would finally fix advertising. The advent of real-time bidding (RTB) in the late aughts ushered in ad tech’s “Age of Easy Answers” where the frustrating ambiguities of marketing and advertising would steadily be rooted out and obliterated by data and algorithms. However, as 2020 dawns and digital privacy is increasingly prioritized over the needs of the ad industry, tech- and data-driven solutions face a messier future and fewer easy answers.
The Three Hidden Technology Trends Behind Data Clean Rooms
Myles Younger Myles Younger Head of Innovation and Insights at U of Digital Published Nov 6, 2019 Data clean rooms like Ads Data Hub don't exist in a vacuum. Several lesser-known technology trends are driving their emergence and adoption. Last month I gave a talk at the AdExchanger Programmatic I/O conference in New York. It was called "Meet Your New Best Friend: the Data Clean Room" (get the slides and session video here).
A Future Bright and Cookieless
The requisite recap: third-party cookies (the kind used by ad tech to measure performance and attribution across the web) are under attack by the GDPR, CCPA, Safari ITP, and a host of other ghoulish party poopers. But you already know this. You may also know that not all cookies are created equal and that first-party cookies (the kind that let your favorite sites automatically “recognize” you) are, by contrast, not in the same imminent peril.
If First-Party Data Is the High Ground, Customer Experience Is the Escalator
You can’t advertise your way into first-party data superiority. So, you better have a customer experience strategy if you expect to win. First-Party Data: An Oldie but a Goodie Ever since Sears & Roebuck launched its famous direct-mail catalog in 1893, brands have used first-party data to grow and compete. Today, direct-to-consumer upstarts are making savvy use of first-party data to edge out older incumbents.
ExactDrive Releases Facebook News Feed Advertising
The U.S. Government may be shut down but ExactDrive will keep rolling on with our digital world domination plan. But in all seriousness, we are excited to announce that we just released Facebook News Feed Advertising capabilities. It's an exciting new release which brings even more quality inventory to our resellers and advertising clients.
Demographic Targeting Using Age And Gender Data
Demographic targeting continues to grow in popularity. A lot of clients want to use age and gender in their campaign targeting and want to find out more about these options. Dividing consumers into groups based on age and gender can greatly help advertisers determine their target audience for particular products and develop ads geared toward a specific demographic.
Using Selfies As A Marketing Tool
The Internet is often captivated by a craze and one such craze that’s taken off in recent years is that of the ‘selfie’. Named as Oxford Dictionary’s word of the year in 2013, many people thought that the selfie was a passing trend, but it seems to be here to stay. Over the past two years, a growing number of companies have been leveraging the power of the selfie to benefit their marketing efforts.
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