It’s not really a thing. Yet. The traditional online, digital media and ad market has really revolutionized the industry. All the data we can collect from users’ internet behavior has given us surgery precision in targeting and documentation. Advertisers know a lot more about their target groups and how the creative performs which we at Alpha in principal believe to be a good thing. Although we as hopeless romantics mourn the day, that all creative and artitistic flair in advertisement is replaced by artificial intelligence and algorithms.
However the accessibility for semi professionals and amateurs to create, buy and target online ads has created an inflation of the market and a lot of shitty ads. Let’s face it. The users hate online ads.
At the same time the supply chain of companies involved in the process of programmatic buying, serving and tracking ads and the users who view them has become ever more cloudy and ambiguous. If you haven’t already read about The Guardian buying it’s own ads, you definitely should. In some cases only 30% of the amount advertisers spend ends up in the pockets of publishers and media owners. The assumption is, that advertisers don’t know that. I didn’t at least.
Of course we want DOOH 2.0 to embrace and utilize all the data, that is available and collectable to deliver relevant content to consumers and relevant context to advertisers. But we want to do it in a transparent environment and we also want to stay on top of quality to preserve the credibility of outdoor advertisement and advertisement in general for that matter.
That is - for now - the vision for DOOH 2.0