Frank Addante, CEO of Rubicon Project blogged last week about his pitch at the Digital Publishing Summit. His basic premise: The $30B online ad industry is too complex and inefficient for advertisers and publishers alike, and if it were more efficient, it might be more like a $200B market.
His prescription for achieving this?
What if we [the online advertising ecosystem]:
- create an open market
- make it easy for advertisers to buy (easier than broadcast and print)
- deliver value to the consumer (through advertising)
- unlock the benefits of data; safely
- embrace privacy and put it in the hands of the consumer (where it belongs!)
- provide a risk-free environment where publishers are safe to leverage the billions of dollars that they’v collectively invested into their brands
We at Azigo emphatically agree, especially points 3 through 6 above. But maybe not quite in the way Frank is thinking.
- Azigo will help publishers deliver value to the consumer, funded through advertising.
- Azigo will empower consumers to unlock the benefits of their own data, allowing them to control who has access to it, under what terms, and in exchange for what value.
- Azigo is building a system that actually does put privacy in the hands of consumers, in a powerful opt-in way. This is in sharp contrast to the mostly ignored opt-out approach that the industry is currently embracing in the name of self-regulation.
- Azigo will enable publishers to engage directly with their audience, freeing them from the privacy risk of allowing third-party data collectors onto their site.
Are you a publisher or data management platform (DMP) provider that wants direct access to consumer opt-in data? Give us a call, or stay tuned for more.