“Advertising in a cookie-free mobile app environment where users spend much of their digital time is complicated and difficult,” said Eric Haggstrom, forecasting analyst at eMarketer. “Social networks prove to be the major exception. They’ve made it relatively easy to target audiences at scale in an in-app environment.”
Did you get the word 'Target'?
I don't know about you but the thought of me being a 'target' for anyone is quite freaky, but this is still the mindset of today's advertiser wanting to continue with their digital intrusions.
The article in the link below discusses and shares the stats around how 'programmatic' has enjoyed unfettered access to unwitting 'targets' on social media mainly because a lot of the 3rd party data privacy concerns don't apply.
I get that brands need to maintain a 'front of mind' approach with those adverts, after all this is the basis of advertising as was, but is it really the case in today's socially savvy world anymore?
Apart from ad agencies and people who sell Facebook, Linkedin and Instagram ads, nobody reads ads anymore!
Today brands that choose to move their advertise and promote themselves mindset into the world of 'social media' don't seem to understand that being social isn't about constantly trying to 'sell' something.
Being social is about growing and earning relationships, sure it takes a little longer but over that period of time you also build trust in who you are as a person and what your brand stands for.
let's not forget that advertising on social is not being social, it's advertising. Just like advertising at a football game does not make you the manager of the team. It makes you an advertiser.
Note that eMarketer defines programmatic display advertising as “the use of automation in the buying, selling or fulfilling of digital ads,” which includes display ads served through both publisher APIs and impression-based bidding platforms such as Facebook, LinkedIn, or Twitter.