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Connections: The New Impressions

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Impressions are dying a painful death. And we’re in complete denial.
THE IMPRESSION APOCALYPSE IS NIGH.
CPMs will continue to precipitously decline as media agencies are not only placed into review, but forced to shift to trading desks and DSPs.
The same people that buy breadth (scale) will not be good at buying depth (engagement).
As engagement becomes more important to advertisers, the shift towards inventory yield management will leave us with few to plan or buy it.
Facebook begins to power a significant amount of display advertising across the web, leveraging the “interest graph”.
“Connections” become the new “impressions” as we unlock lifetime value.
Publishers will need to think (and act) like platforms (and provide value) as content becomes liberated, and impressions lose significant worth as “connections” are what become “premium”.
Connections: The New Impressions

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Connections: The New Impressions

  • 1. Impressions are dying a painful death. And we’re in complete denial.
  • 3. CPMs will continue to precipitously decline as media agencies are not only placed into review, but forced to shift to trading desks and DSPs.
  • 4. The same people that buy breadth (scale) will not be good at buying depth (engagement).
  • 5. As engagement becomes more important to advertisers, the shift towards inventory yield management will leave us with few to plan or buy it.
  • 6. Facebook begins to power a significant amount of display advertising across the web, leveraging the “interest graph”.
  • 7. “Connections” become the new “impressions” as we unlock lifetime value.
  • 8. Publishers will need to think (and act) like platforms (and provide value) as content becomes liberated, and impressions lose significant worth as “connections” are what become “premium”.