This newsletter is a mashup of satire and data. It is meant to educate and even entertain occasionally. I hope you enjoy it. Please send any feedback to theadstack@adverstuff.comSource: Ad Age: How Amazon’s 4Cs of relevancy will unlock the future of addressable advertising. October 22, 2024.
Per an Ad Age article, prepare to be bombarded. The world of advertising is about to get a whole lot creepier, and there’s no escape. Remember those annoying, irrelevant ads that used to plague your online experience? Soon, they’ll be replaced by something far more insidious: ads that know you better than you know yourself.
This isn’t the dystopian future everyone depicts with Midjourney; it’s October 2024, and Amazon is leading the charge. They claim to have unlocked the key to “addressable advertising,” a fancy term for bombarding you with ads based on your every digital move.
Per Amazon:
Addressable advertising allows advertisers to deliver relevant messages to desired audiences based on available signals—regardless of the presence of ad identifiers like third-party cookies. This approach is key to reaching and gauging the effectiveness of online ad spaces, and in driving engagement and ad relevance.
The Problem: You’re Drowning in Irrelevant Ads
The article starts with a relatable scenario: you’re scrolling late at night and BAM! An ad for a retirement cruise pops up. It’s a metaphor for the current state of advertising – a sea of irrelevant noise that annoys consumers and wastes money for advertisers.
The (Supposed) Solution: Amazon’s Big Brotherly Embrace
The “solution” comes in the form of Amazon’s DSP Ad Relevance, a system that uses “advanced machine learning models” and “unique signals” from your Amazon activity (shopping, browsing, streaming habits – you name it) to target you with laser-like precision.
But Here’s the Catch (There’s Always a Catch)
Forget about pesky cookies! Amazon claims they can achieve this “relevancy” without them. How? They haven’t quite said, but it involves a combination of “direct publisher relationships” and “hashed durable ad IDs.” Sounds reassuring, right?
A Glimpse into the Future (It’s Not Pretty)
Imagine this: you’re scrolling through news about the housing market, suddenly an ad pops up for a moving company you casually mentioned to your Alexa a week ago. Or you’re reading a review for a new restaurant, and there’s a personalized discount code staring back at you. This is the future Amazon envisions – a world where ads track your every whim and desire.
The “Success Stories” They Want You to Believe
The article throws in a few “success stories” – brands reaching new customers and lowering costs. But is it really a win for consumers? These ads might be more “relevant,” but are they truly wanted? Merchants who know what I’m shopping for based on search have ALWAYS creeped me out. Right?
The Final Word: Prepare for the Inevitable
The article ends with a chilling image. Forget the irrelevant cruise ad; now you’re bombarded with a Caribbean resort offer because you once searched for “New Year’s destinations.” This is the power of relevancy, they say. But is it really power, or just another form of manipulation?
The Takeaway: We’re All Doomed (or at least our privacy is)
The future of advertising seems bleak. Amazon’s “relevancy” might drive sales for brands, but at what cost? Get ready for a world where ads not only follow you around the internet, but anticipate your every need (or perceived need). This isn’t just about irrelevant cruise ads anymore; it’s about the erosion of your privacy and a future where every click, search, and purchase becomes fuel for the advertising machine.
Read more: Ad Age: How Amazon’s 4Cs of relevancy will unlock the future of addressable advertising. October 22, 2024.
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2024-10-23 23:16:18
