Thread · 3 tweets · 3 Aug 2019

There is no reason we can't have programmatic, it just needs to operate on signals other than Web-wide BT. SPO will beat a path to small players who know their audience well and can consistently deliver.

This would have the added benefit of incentivising audience building over traffic driving. You get better players even at the publisher level.

In the current system there is little value in building an audience unless you're a big brand with a subscription business. You don't control targeting it if the audience is valuable and you often do better driving clickbait from social media anyway.