Permutive's Joe Root on ad targeting in transition

The Rebooting Show

The digital advertising system is in the midst of a shift, from an over-reliance on collecting vast amounts of data to crunch to do one-to-one targeting – dog owners getting dog food ads, cat owners get cat food ads – to a new landscape that gives people more say on data collection and pushes advertisers and ad tech companies to operate differently.

In this episode, I had a conversation with Joe Root, CEO of Permutive, an audience platform that's used to deliver privacy-safe digital advertising. Among the topic covered:

• The shift in publisher incentives to build trust vs build traffic
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• Why direct sold advertising is back in vogue
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• Whether GDPR’s implementation gives real consumer choice or just the illusion of it
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• The surprisingly large carbon footprint of digital ads
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• Why the loss of ad targeting signals has become an advertiser problem
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• The demise of the long tail in favor of top-tier publishers
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• Why the so-called ad tech tax will come down
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increase revenue from first-party data by 46%.