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Microsoft's DNT And The CMOs Who Will ALL Be Proven To Be Wrong

The chief marketing officers of Procter & Gamble, Walmart, Ford, Verizon, Coca Cola, Unilever, General Electric, American Express, Kraft and some 30 others will ALL be proven to be wrong, I feel...

An Advertising Age article by Michael Learmonth advises readers that:

In an open letter to CEO Steve Ballmer, General Counsel Bradley Smith & Chief Research & Strategy Officer Craig Mundie......the world's biggest advertisers let Microsoft know that if it follows through on its promise to make do-not-track the default setting on IE, that it will "drastically damage the online experience by reducing the internet content and offerings that such advertising supports."

...."Microsoft execs, more surprised by the timing than by the content of the letter, said that its position is unchanged: Consumers should choose if they want to be tracked by advertisers, publishers, web browsers or other data collectors. On most current web browsers, that permission is assumed until a user turns it off."

In today's story [Marketers Use Advertising Week to Blast Microsoft Over Do Not Track], Microsoft's head of advertising Rik van der Kooi said:

....."If there is anything we have changed in our philosophy, it is about putting the consumer first" he said. We make all our advertising decisions now in terms of, 'Is this an ad experience the consumer wants?' .....We make these decisions even when they challenge our revenue model."

Finding that USER "intent", in the 1st instance...

This whole saga has had me thinking. ........ I then read another great 'food-for-thought' article (@ AdWeek) written by Mike Shields.

In his story (The Long Goodbye?) he asks the question as to whether Microsoft are still serious about advertising and says that he feels that, "The ad world has doubts".

I remain very 'bullish' about Microsoft's intent (in regards to DNT) and agree entirely with Rik van der Kooi and with him saying that Microsoft (besides Google and a number of others in search, all), wish to provide users with an ad experience the consumer want.

Readers should bear in mind that this is a decision based on a global approach & that the FTC's Jon Liebowitz commissioner has actually praised Microsoft's new [DNT] initiative.

Mike Shields talks of (page 4) the 67 million Xbox units sold since its debut in 2001 and of more than 40 TV companies that produce apps for the platform - Mike also makes mention of what he describes as being a cutting-edge twist called NUads that makes a traditional TV commercial interactive by way of Xbox's Kinect technology and he mention (back on page 3) that some wonder whether Microsoft might even look to sell Atlas to AppNexus.

And I can't help but feel that this (both the above thought) augers well for that day-when 'users' will be individually targeted in Real Time. And a time that's not too far away now, when Search meets Display. And in an (user data) anonymous to both buyer & seller, "one Global marketplace" [see below - in linked story], based on 'search intent'.

Q? - Has it inhibited the opportunity you have with programmatic buying and Facebook? Specifically, I'm talking about the fact that you use Google's Invite Media [as a demand-side platform]?

A - [Kurt Unkel, President of VivaKi Nerve Center] "There's two ways of looking at this because you can buy programmatically with Facebook through two different doors which includes Facebook Exchange.

"To be clear, we don't have all of our clients on [Google's] Invite Media. In fact, we are using Turn for one of our big clients. Certainly Invite not being able to plug-in to Facebook Exchange is a less than ideal situation at the moment.

.....However, as I said, we do work across more than one DSP. And, we have a deep conversation going on on both fronts [at Facebook] such that, hopefully, we'll see an approach to an open marketplace that Facebook clearly values & Google is ultimately trying to get to as well."

An opinion.


ps; The end of traditional retargeting - iMedia Connection