Quo Vadis: Advertising Economic Forum Podcast with Mattia Fosci

💡Takeaways:

• 🔑 Over-reliance on IDs for targeting and measurement is failing, as approximately 60% of open internet impressions lack a matched ID, reducing the available supply of targetable inventory.
• 🏰 The open web is losing ground to walled gardens like Google and Meta, which thrive by offering stable identifiers and a streamlined, easy-to-use experience for advertisers.
• 📉 Legacy ad metrics like click-through rate are outdated and don't correlate to real business outcomes, yet the industry remains resistant to adopting better measurement frameworks.
• 📈 Incremental reach is the new frontier, demonstrating value by measuring net-new conversions and audiences that traditional ID-based methods cannot reach.
• 🤝 Fragmentation and internal conflicts within the open web ecosystem hinder its ability to compete against the unified force of the walled gardens.
• 🔮 The future of publishing belongs to quality and community-driven content, as the open web undergoes a "severe weight loss program" that culls low-value sites.
• 📺 The focus is shifting toward non-ID environments like Safari and Connected TV (CTV), which represent a significant opportunity for expanding reach and proving campaign effectiveness.

 

📚Chapters:

Mattia's Background and Career Journey ‎ 3:52

Transition to Data Privacy and Advertising ‎ 6:16

The Problem of Over-Reliance on IDs ‎ 12:25

Open Web vs. Walled Gardens ‎ 15:20

Targeting Without Measurement is Meaningless ‎ 18:45

The Challenge of Measuring Marketing Impact ‎ 21:39

Incremental Reach and Conversions ‎ 28:54

Transaction ID and Industry Fragmentation ‎ 37:18

Future of the Open Web ‎ 40:24

 

🎙 Guest: Mattia Fosci

🎤 Host: Tom Triscari

📺 Sponsors: Yahoo! &  DoubleVerify