by David Doty
Here we go again. Another Congress, another administration, another misguided push by politicos in D.C. focused on controlling the marketplace and breaking up Big Tech, supposedly to advance innovation and consumer interests. The problem? These plans won’t cure what’s supposedly wrong but will have painful side effects, promising to hobble marketers and advertisers in ways they don’t seem to be paying attention to—at least not yet. But they should and will.
What’s at stake? Marketers could soon see receding into the rearview mirror: Search advertising against competitive keyword terms for conquesting. Being able to leverage insights for competitive product placements on shopping sites. Search results for consumers that are more than organic, ones that simply reflect the present state and don’t allow marketers to buy positioning for new messages or products to inform the public. Scale based on cross-platform buys and platform-specific data about the audience. Performance feedback to clients that addresses the ever-more important issue of brand safety. Deep insights from shared data. ... Basically, digital marketing as marketers know it and have benefitted from it for decades now.
Advertisers, perhaps even more than the platforms, the supposed target of the proposed legislation, should have their legal teams take a look at what is being discussed in D.C. in Congress and at the White House and be very wary of it since it endangers all the tools they now use. Let me explain:
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