A Primer on Digital Advertising - [Making Markets, EP.49]

My guest this week is Eric Seufert. In the words of Ben Thompson from Stratecherry, Eric is arguably the best writer and commentator on digital advertising, and today, he gives us a masterclass on the subject. We start by talking about Apple’s ATT framework, Meta’s recovery, and what the current ecosystem looks like. We also talk about X, advertising on the open web, and clearing many common misconceptions about targetted advertising. Please enjoy this conversation with Eric Seufert. For the full show notes, transcript, and links to the best content to learn more, check out the episode page HERE. ----- Making Markets is a property of Colossus, LLC. For more episodes of Making Markets, visit joincolossus.com/episodes. Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here. Follow us on Twitter: @makingmkts | @ericgoldenx Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com). Show Notes (00:00:00) Welcome to Making Markets (00:00:32) Historical Paradigms in Digital Advertising (00:01:01) Impact of Apple's ATT Policy (00:02:01) The Hub and Spoke Model (00:04:35) Post-ATT Advertising Landscape (00:07:35) Apple's Competitive Strategy (00:12:48) Meta's Adaptation and Recovery (00:19:17) Rise of Retail Media Networks (00:23:56) Twitter's Advertising Challenges (00:26:47) Customer Base and Engagement Models (00:27:44) Meta's Resilience to Advertiser Boycotts (00:28:18) Understanding Cookies and Their Role in Advertising (00:31:23) Apple's Impact on Third-Party Cookies (00:33:44) Google's Approach to Cookie Deprecation (00:38:06) The Future of Digital Advertising (00:49:28) The Role of AI in Ad Creative Production Learn more about your ad choices. Visit megaphone.fm/adchoices