AdExchanger The Outcomes Era Is Dead. Long Live The Quality Era
Apr 29, 2025
Erez Levin, Principal at Emet Advisory and former Google strategist, argues for a shift in digital advertising from outcome-based metrics to valuing media quality signals like attention. He discusses the implications of the Google ad tech monopoly ruling and its impact on traditional cookie advertising. The conversation emphasizes the ethical dilemmas in Google's practices and the need for the industry to adopt clearer metrics that prioritize quality over quantity, ushering in a more accountable advertising landscape.
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Levin’s Family Travel Adventures
- Erez Levin shares his passion for travel and introducing his kids to backpacking lifestyle.
- He plans adventurous family trips, like to Belize and Portugal, emphasizing off-grid experiences.
Future of the Open Web
- Google’s ad tech monopoly ruling wasn’t surprising and market effects are uncertain.
- The open web will splinter, losing low-quality inventory but growing higher-quality, semi-open ecosystems regardless of court remedies.
Impact of Google's Cookie Decision
- Google’s cookie opt-out prompt abandonment prolongs cookie use but won’t stop the move beyond flawed attribution.
- Enterprise marketers have already shifted to better targeting and measurement despite cookie challenges.