Tag: oracle

TikTok Promises to Fix TikTok With…What Exactly?

Today let’s think out loud about TikTok, perhaps the most vexing and fascinating expression of Big Tech power since Google in the early 2000s. I’ve written about TikTok several times, and today’s news, from the Wall Street Journal, raises fresh questions that feel under-appreciated.

First, the background. As most of you likely know, TikTok is owned by a large Chinese company called ByteDance. In less than five years, TikTok has hijacked the very heart of Big Tech’s consumer business in the United States – our attention. Nearly 100 million US consumers will spend an average of more than 90 mins a day watching TikTok this year. That’s time that Google, Facebook, Instagram, Twitter, and every other consumer tech and media company can’t get back. Here’s Scott Galloway’s visualization of the trend, from a piece last Fall:

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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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