The IAB is full of BS
I used Keek to post a quick rant about the recent AdWeek article that says the IAB is proclaiming Firefox will hurt small businesses with their new browser. You see, their new browser blocks third-party cookies by default. Not the GOOD kind of cookies like Do-Si-Dos or Lemonades (it’s Girl Scout Cookie season, what do you expect??) but the ANNOYING kind of cookies that crappy ad networks stick on you like those thistles and burrs that get caught on your pants and in your sneaker laces every time you have to chase your dog through that one field at the park… but I digress…
Firefox’s new browser isn’t going to ruin small businesses anymore than VHS recorders and DVRs ruined businesses that advertise on television. Firefox defaulting that cookie-accepting setting to ‘off’ isn’t going to hurt online advertising anymore than the ability to download music hurt the recording industry.
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The truth is those industries were already hurting before the disruptive technology was introduced. The adaptation of the technology forced those industries to become more creative. And the IAB isn’t really worried about Firefox’s new browser hurting small business anyway — the IAB is worried about Firefox’s new browser hurting the IAB’s business.
- The IAB deals in bulk banner impressions and online user profiling and targeting (and re-targeting.)
- The IAB deals in increasingly annoying and interruptive creative because they think that all attention is good attention.
- The IAB deals in the belief that more impressions equals greater engagement and that’s simply not true.
If Firefox’s new browser will force online advertisers to create more truly engaging content and to forge better bonds with their customers and prospects, then it will have helped small business more than the IAB releasing their latest and greatest animated-push-down-fly-by-pre-roll-page-take-over monstrosity.
Innovations beat impressions every time.
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