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Connections: The New Impressions


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Connections: The New Impressions

  1. 1. Impressions are dying a painful death.<br />And we’re in complete denial.<br />
  3. 3. CPMs will continue to precipitously decline as media agencies are not only placed into review, but forced to shift to trading desks and DSPs.<br />
  4. 4. The same people that buy breadth (scale) will not be good at buying depth (engagement).<br />
  5. 5. As engagement becomes more important to advertisers, the shift towards inventory yield management will leave us with few to plan or buy it.<br />
  6. 6. Facebook begins to power a significant amount of display advertising across the web, leveraging the “interest graph”.<br />
  7. 7. “Connections” become the new “impressions” as we unlock lifetime value.<br />
  8. 8. Publishers will need to think (and act) like platforms (and provide value) as content becomes liberated, and impressions lose significant worth as “connections” are what become “premium”.<br />