RECEIPT #JOSHUA
JAN 24, 2024
PREDICTION BY
Joshua Lowcock“Given everything that’s happening in the industry, from cookie deprecation to device ID deprecation to privacy regulation, long-tail publishers don’t have a long history left in them. They’re destined to die… the advertising ecosystem as it’s being rewritten just cannot sustain them.”
FOLLOW-UP
While the 'destined to die' part is too absolute to fully confirm yet, the existential pressure on long-tail publishers due to cookie and device ID deprecation, alongside privacy regulation, is clearly observable. Many smaller, ad-dependent publishers face significant challenges, consolidation, or pivots, although some have survived by building direct models.
ORIGINAL SOURCE
Quad