Replying to @jason_kint and @kickstand, @acfou, @RickMandler, @benthompson, @ssnstudy, @dmarti, @KevinSimler, @LouPas, @ArtieBulgrin, @markloughney, @HowardShimmel, @r2rothenberg
Indeed, the counterfactual isn't ITP in a 3P BT world, but the same metrics in an ITP world.
And with intermediary capture, it's a good question whether this market structure isn't disincentivising investment efficiency for publishers (and marketers). Maybe one for @ssnstudy 😁
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