Thread · 2 tweets · 19 May 2020

Very much agreed. I think that part of the problem is that there has been little marketer interest for it, it's not necessarily that publishers didn't want to build it but more that they couldn't sell it. Scale is part of the issue. Marketers want to buy once, not once per pub.

If there were good adtech standards it would be possible to set up a campaign, distribute it across decentralised actors, and have it work in predictable ways that can be verified. But instead you have to go through intermediaries. This has hampered 1P efforts.