With the complexity of the Lumascape continuing to grow at a pace it’s a challenge just to keep up with developments, never mind managing to have an innate understanding them.
Making a judgement call of a particular product’s position on the Hype Cycle can be difficult, especially when large investments and organisational change are thrown into the equation.
Whilst a keen early adopter of even the most conceptual proposition, I’m not a fan of black box solutions whose actual workings are conveniently cloaked in a fog of overly complicated (read: unproven) technobabble. Real-world solutions that are deliverable, able to evidence their worth and which can be massively scaled are my thing.
Offline Attribution / Trust & Anti-Trust
Achieving offline attribution is the holy grail of online advertising and it is something that I take a keen interest in.
Access to first party data, i.e. retailers’ till transaction data, is one part of cracking this. Big tech would love to get it hands on this data, but the current anti-trust fervour in Europe and the US has effectively put paid to any of these plans. Such a prospect is entirely academic anyway as retailers are wary of letting their data being held hostage in the walled gardens of big tech.
The potential for data leakage is also a major issue as adtech’s pipes can be extremely leaky.
Valuable insights can be extracted from even the most innocuous piece of data and leveraged by the owner’s competitors. As a result all of this data largely remains in siloed vaults.
Considering the above, achieving offline attribution may seem like an impossible task, but with some diplomacy and the infrastructure to support it, this can be done.
Divergent and competing perspectives in the chain can be aligned to focus and resonate as a single harmonious force, enabling offline attribution and creating a virtuous cycle of commerce.
With the likes of technologies such as Flink, massive data can be processed in ‘real time’, not only enabling attribution to be performed instantaneously, but also opening up the possibility of building other game changing consumer services atop this.