This interview from @OSchiffey has great quotes that directly refute the nonsense that many privacy advocates spout about how the death of cross-site tracking will help ad-supported publishers on the open web. https://t.co/bj1gWPKOei 1/

The interview is with a senior leader at a major global ad agency. Someone who actually knows what advertisers are talking about, where they are directing their spending, and what the future trends will be. Not a privacy advocate who knows nothing about the advertising market 2/
First, privacy advocates spread misinformation and bad research data that ITP hasn't hurt publisher revenue and/or hasn't affected advertiser spending. And yet here is an unequivocal answer as to the impact of ITP on advertiser spending. 3/
The agency exec also clearly shares the opinion that the end of 3PC will push money away from the open web, exactly what privacy advocates claim won't happen. 4/
She also talks about how context matters, but so does audience. Audience targeting is effectively dead without 3PC and non-Chrome browsers are doing nothing to change this. 5/
So the loss of audience targeting is another major negative for the open web as opposed to walled gardens who are mostly not affected - silence from privacy advocates. 6/
Then this quote, specifically about ID solutions, but also applies to contextual targeting. Context doesn't scale very strongly for advertisers, so where do you think more of their spending will flow? To the walled gardens of course! 7/
"Privacy" is used either as a tool for those who hate advertising, and just don't care about destroying free, quality content on the open web, or as a way to drive revenue growth for global platforms like Apple. https://t.co/TaRiRx5zP3 8/
More privacy is good, but it appears increasingly likely that the death of cross-site/app tracking (with no replacement) will drive more money to major platforms, hurt quality content, and allow those platforms to abuse privacy inside their walled gardens. 9/9

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1/ I'm thrilled to announce the launch of my new website, a one-stop shop for all the content I'm creating.

There you'll find links to all my podcasts, the TTMYGH newsletter, and other exciting future projects.

2/ In 2020, I reignited my passion for interviewing brilliant people by launching The Grant Williams Podcast in various forms, including The End Game, The Super Terrific Happy Hour, and The Narrative Game.


3/ Starting February 1, I'm taking the bold step of moving these podcasts completely behind a paywall.

For the very affordable price of only $10 a month, listeners can gain access to the Copper Tier of
https://t.co/fxUfH8maI4, which includes all current & future podcasts.


4/ Why am I doing this? First and foremost, I aspire to create VALUABLE content. By definition, if something is priced at $0, it isn’t valuable. The time, effort and creativity that goes into these episodes is substantial. To keep doing them properly, they can no longer be free.

5/ I also strongly believe content creators should be able to make a living creating content. If everything is free, that’s not possible. I never seriously considered accepting outside sponsors – complete integrity is too critical to me.

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