Quo Vadis: Advertising Economic Forum Podcast

Quo Vadis: Advertising Economic Forum Podcast with Mattia Fosci

Episode Summary

Mattia Fosci, founder of Anonymised, explores how his company is addressing the AdTech industry's reliance on user IDs by helping advertisers measure and target audiences in a privacy-focused world without traditional identifiers.

Episode Notes

💡Takeaways:

• 🔑 Over-reliance on IDs for targeting and measurement is failing, as approximately 60% of open internet impressions lack a matched ID, reducing the available supply of targetable inventory.
• 🏰 The open web is losing ground to walled gardens like Google and Meta, which thrive by offering stable identifiers and a streamlined, easy-to-use experience for advertisers.
• 📉 Legacy ad metrics like click-through rate are outdated and don't correlate to real business outcomes, yet the industry remains resistant to adopting better measurement frameworks.
• 📈 Incremental reach is the new frontier, demonstrating value by measuring net-new conversions and audiences that traditional ID-based methods cannot reach.
• 🤝 Fragmentation and internal conflicts within the open web ecosystem hinder its ability to compete against the unified force of the walled gardens.
• 🔮 The future of publishing belongs to quality and community-driven content, as the open web undergoes a "severe weight loss program" that culls low-value sites.
• 📺 The focus is shifting toward non-ID environments like Safari and Connected TV (CTV), which represent a significant opportunity for expanding reach and proving campaign effectiveness.

📚Chapters:

Mattia's Background and Career Journey ‎ 3:52

Transition to Data Privacy and Advertising ‎ 6:16

The Problem of Over-Reliance on IDs ‎ 12:25

Open Web vs. Walled Gardens ‎ 15:20

Targeting Without Measurement is Meaningless ‎ 18:45

The Challenge of Measuring Marketing Impact ‎ 21:39

Incremental Reach and Conversions ‎ 28:54

Transaction ID and Industry Fragmentation ‎ 37:18

Future of the Open Web ‎ 40:24

🎙 Guest: Mattia Fosci

🎤 Host: Tom Triscari

📺 Sponsors: Yahoo! &  DoubleVerify