Editor’s note: Below is a point-of-view on ad targeting from Wall Street guru Craig Moffett as told to Axios’ Kim Hart.
“Almost everyone believes that advertising that is better targeted, that is that has more data behind it, should sell for higher CPMs, or that is that advertisers will pay more for it. That’s the concept that AT&T is talking about. History says the opposite tends to happen … And that’ll be, I think, one of the real controversies and challenges that the whole digital world faces, over the next decade — is will, in fact— better targeted advertising lead to more advertising revenue, or less advertising revenue? My suspicion is it will lead to less.”
Fischer, S. (2018, May 1). Axios Media Trends #8: Moffett: Programmatic Advertising Won’t Save Everyone. Axios.