August 2019 NewsBeat 15
"All of these externalities with regard to
the ad economy—the harm to privacy, the
expansion of government surveillance, the
ability to micro target and drive divisive
content—were often justified to industry
because of this 'huge' value to publishers,"
Mr. Soltani said.
The shift toward behavioral targeting has
come along with two other trends: the
emergence of the Google-Facebook duopoly,
which in 2018 accounted for 58% of U.S.
digital ad spending, according to eMarketer
Inc.; and the stalling of digital display ad
revenue growth for many digital publishers.
A 2015 report by marketing and e-
commerce research firm Econsultancy found
that 40% of digital publishers' display ad
revenue was stagnant or shrinking. Over the
past year, many of the largest digital
publishers have been forced to cut staff and
explore consolidation as growth has stalled.
Michael Zimbalist, the chief strategy and
innovation officer at Philadelphia Media
Network LLC who previously spent a decade
working in digital advertising at New York
Times Co., argues the value of behavioral
advertising to publishers was always
misrepresented.
"Behavioral targeting has been completely
overhyped in its value for publishers from the
day it was first invented," he said.
— Reprinted from the Wall Street Journal
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