After GDPR, The New York Times cut off ad exchanges and kept growing ad revenue
I'm no advertising expert, but I have seen a number of stories over the years of companies being disillusioned by the promise of targeted ads. One common thread I've noticed is that most people don't have a targeted product and a targeted message. Most products generally have broad appeal and a lot of ad campaigns work by changing the general perception of a product.Advertising in the New York Times in general is already targeted in some fashion (you know the basic demographic of New York Times readers), and if you want to advertise laundry detergent there's not a lot to gain from knowing a person's exact age and the gender of all his siblings siblings and the top keyword searches he made on Pornhub. Logically speaking, it seems for targeted advertising to be worth it, you'd need an unusually high response to advertising among a very narrow selection of people who can be identified as such, and that these people don't have an obvious place where they can be found.In the case of the New York Times, that means you have a product whose message is going to be wasted on the majority of the population; who can only be communicated with through a general interest publisher like the New York Times, but not a website or conference dedicated to that thing; but who can none the less be easily identified through invasive and secretive tracking data, but not through what news stories they're viewing; who will be very responsive to advertising (so not people who are domain experts in a particular hobby or career and will choose a product by intentionally seeking information on that product and rationally weigh their alternatives); and who are a large enough group that it's even worth putting together an advertising campaign.And how responsive are people to ads even on a base level anyway? Award-winning campaigns like "You Got Milk" had massive impact on culture and awareness, but didn't drive sales.With so many hurdles, targeted advertising seems like something that provides only marginal and diminishing returns. Newspapers seem like just about the worst place to benefit from violating user privacy. It's like trying to sell Linux dev ops software by asking a top 40 radio station to play ads for it after specific songs.