[phlhr]

>You’re drawing an arbitrary line. The majority of digital advertisers are using digital advertising because the value is quantifiable through attributable revenue.

If you are talking about the majority of ad impressions being programmatic/attribution based then yes you are correct, however if you talking about dollars spent that direct sponsorship with large internal agencies is still very much king.

To give some context, large corps would routinely drop $5 million on a direct deal with Twitter for a combination of promoted tweets, hashtags, trending etc. This was also almost pure margin as there was no middle DSP/SSP taking a cut. To get the same profit from the method you are purporting to be most common would take years.

>Maybe a decade ago you could have said that advertisers were just trusting platforms to deliver value, and that ad-fraud could make or break a platform if they got caught, but that’s not true anymore, it’s a much more sophisticated market. Advertisers aren’t (as) dumb (as they once were).

Maybe a decade ago? So the people who are now in senior positions at the agency and call all the shots are the ones making the major deals. Well then it would stand to reason that the biggest profit comes from deals that are structured like they were 10 years ago.