AdTech Is Alive and Well: I’ll Have the Full Stack, Please

National-Pancake-Day-at-IHOPReading The Information’s piece on Facebook’s reported re-introduction of the Atlas ad-serving technology, I wondered – Does the market really need six or more full stack adtech solutions?

Google is the undisputed leader in the field – it’s spent nearly ten years stitching its own technology into acquisitions like DoubleClick (the original ad server), AdMeld (supply side platform), AdWords (search), AdMobs (mobile), Teracent (targeting), Invite Media (demand side platform),  spider.io (anti-fraud), Adometry (attribution) and many others.

So why would anyone want to challenge Google’s dominance? Because if you’re a major Internet player, you can’t afford to hand Google all the leverage – both financial as well as data and insight. If you have hundreds of millions of logged in customers (all of whom create valuable data), you need to be able to understand their actions across multiple channels and offer those insights to your marketing clients. And that means you need to own your own ad stack.

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Else 6.23.14: Questioning Valley Idols

A fascinating week of links, starting with a blast from the past (see above), but the real meat of the week came in the debates around some of the Valley’s most scared cows. For more, read on….

Tech Time Warp of the Week: Watch IBM Warn Us About Glassholes 10 Years Ago- Wired I am particularly enamored with “Park Bench” – if I saw a guy doing what this guy is doing in public, I’d throw something at him. I recall seeing this way back when it first came out, and I hated him then. Now it’s insufferable.

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else 11.18: “We can see it, we can feel it, because we’re already almost there.”

This week, we talk about rights to data, nuance in the tech debate, and some interesting developments in the wearable sensor world. As always, if you want to keep up with what we’re reading/thinking about on a weekly basis, the best way is to subscribe to the “else” feed, either as an email newsletter or through RSS. And tweet us links!

Trying to Outrace Scientific Advances – NYTimes
Almost Human, which premiered Sunday night, draws inspiration from existing DARPA technology and deals in social robot relations. And my fellow Berkman fellow Kate Darling (Media Lab researcher mentioned in the article) is talking about her robot ethics work Tuesday live streamed at 12:30 ET.

You Are Your Data, And you should demand the right to use it. – Slate
I propose a “right to use” our data, arguing that ownership and property rights framings don’t quite cut it. This follows on some of my thesis work on the Quantified Self communities interests in their data.

“I should be able to access and make use of data that refers to me.”
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