Making Markets Eric Seufert: A Primer on Digital Advertising - [Making Markets, EP.49]
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Nov 15, 2024 
Eric Seufert, a leading expert on digital advertising, shares his insights on the current landscape shaped by Apple's App Tracking Transparency policy. He discusses Meta's adaptation and recovery, alongside Twitter's advertising challenges. The conversation highlights misconceptions about targeted advertising and the balance between user privacy and effective marketing strategies. Seufert also explores the rise of retail media networks and the transformative impact of AI on advertising, emphasizing the need for transparency in a data-driven world.
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Digital Advertising Eras
- Digital advertising had two main eras: pre- and post-Apple's ATT.
- ATT restricted data flow, impacting ad platforms like Facebook.
Facebook's Hub and Spoke Model
- Facebook was a data hub, with advertisers as spokes.
- Advertisers shared post-click data, improving Facebook's targeting and benefiting all advertisers.
Apple's Competitive Strategy
- Apple's ATT was likely a competitive move, not solely privacy-driven.
- Apple expanded its ad network after ATT, limiting Facebook's power.