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Connections: The New Impressions
1.
Impressions are dying
a painful death. And we’re in complete denial.
2.
THE IMPRESSION APOCALYPSE
IS NIGH.
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.
4.
The same people
that buy breadth (scale) will not be good at buying depth (engagement).
5.
As engagement becomes
more important to advertisers, the shift towards inventory yield management will leave us with few to plan or buy it.
6.
Facebook begins to
power a significant amount of display advertising across the web, leveraging the “interest graph”.
7.
“Connections” become the
new “impressions” as we unlock lifetime value.
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”.