Date post: | 15-Apr-2017 |
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“The future is already here. It’s just not evenly distributed.”
- William Gibson
Wrong
The future is still coming…
…and it’s fucking awesome.
Feeds - The Future
CSVXML
APIPush
Pull
How we do it is boring.What we do with it is interesting.
Feeds are a way to tell people somethingStructured data is
Users Dynamic Creative Status
Targeting criteria
Search snippets Real life
We’re typically telling advertising platforms
The better we tell them this information, the better they
can interact with us.
All marketing is becoming search
Search is no longer a list of websites that answer your query
Search is now a collection of answers, destinations and
actions from a wide variety of places
Search happens based on a user’s context
Page contentLocationDay/Time
Search history
Context parameters are the new search queries
Search engine: a platform to choose resources from structured data
based on user context
Tell the platform the targeting criteria and appropriate responses
Search results are destinations, information or actions
Ads are destinations: sending a user to our website or app
Destinations work well on desktops, okay on mobiles,
and poorly on wearables
Soon we won’t be using structured data to feed ads, we’ll
feed information and actions
To serve information we use structured data to set the
information, and the criteria when it is relevant
To serve actions we link a button press to our app, then set the
criteria when it’s relevant
In the future a user won’t make searches for information
or actions…
Their context is compared against our criteria and the most
appropriate result is served