Jan 24th: I say no party at ground zero party data.

articles Jan 24, 2022

If "party at ground zero" isn't a reference you get, hop over here and educate yourself:
 

Bonus points if you can imagine a very much younger version of me losing my mind to this song on the dance floor.
 

Why are you talking about Fishbone?

I'm not. I'm talking about so-called Zero Party Data. Lynne Johnson (AdMonsters) and I are having a light-hearted debate about whether it's a thing or not. I concede that there are multiple types of first party data. However, my two arguments are this:

1. Do we really need another term that adds confusion to people's understanding of how all of this works? This is the term we need? 
  • are all privacy policies and regulations going to have to be updated to reference zero-party data? Is it that much of a thing?
  • do I really have to explain to a client, "no, sorry - that's ZERO party data. You don't get it." If Facebook/Google start saying zero party data, maybe I might have to play along, but I don't want to confuse my clients.
  • If a marketer offers me their zero party data to use in a campaign on my site, is that 2nd party zero party data? If I combine that with my first party data and maybe some third party data, where do I put the decimal point? Is this what they call "new math"?

2. Let's look at how grammatical tenses are organized in English: 
  • First person includes the speaker (English: I, we, me, and us), 
  • Second person is the person or people spoken to (English: you),
  • Third person includes all that are not listed above (English: he, she, it, they, etc.)

There is a concept of "zero person" and "fourth person" tenses, but it doesn't translate well. Zero party data is a subset of 1st party data, so is zero person a part of a person?

This prompted a billion dollar idea!
With this one tweet, I'm proud to announce that I've been offered a -$500,000 investment! Our focus: we target based on data users don't share with us and just keep in their heads.
 

My point (yes, I do sometimes attempt to make one):

There is no doubt that companies will have to differentiate their offerings from others. Y'all want to use this term, I will eventually cave. However as we'll be discussing more and more this year: all of this lingo our industry invents is not leading to results. We need to grow up*.

Let me know if you agree. Happy to collect your zero party thoughts on the matter.

*(The industry needs to grow up. As this overdone rant shows, do as I say, not as I do.)
 

In episode 127 Erik and Kerel chat with Di Ciruolo, Head of Inclusion at Jambb. Di is a Boston-based Diversity, Equity, Inclusion and Belonging (DEIB) leader in tech with 10 years experience in People Ops and 5+ years in DEIB specifically. 

If you need a calendar reminder, we're happy to send you a Boulder holder.

I told you there would be bad Boulder puns from now until May 1st. Here's the latest:
 
  • The event is invite-only, but that doesn't mean you can't raise your hand to be involved. 
  • We had a great call with some of the attendees last week. Lots of following up is about to happen! 
  • Registration is open for those ready to buy tickets.
 

In View/Slack Stuff:


Beeler.Tech Slack is back with a vengeance! Pubs, you're going to want to slide back into slack to catch all of this. Partners, we'll give you a report of what's relevant.
  • You goin' to IAB ALM?
  • GAM and CDPs
  • CTV Measurement vendors
  • Brand Suitability - how do I get out of suitability jail?
  • In App convos about iOS SKAdnetwork, PCM, ATM, ITV

Job Listings

Is it safe to say we are the biggest Ad Ops/Ad Tech Job Board in the Universe?

Have a job to post? It's free! Email us to get it listed. 

Is the job not quite public? We'll include it on our Whispers page.

 
Ad Ops Manager (contractor role) - Tumblr - Contact [email protected]
Senior Data Analyst, Pricing & Yield - Expedia Group - Seattle, WA
Senior Manager, Marketing - Expedia Group - Seattle, WA / Austin, TX
Programmatic Sales Manager - Bauer Media Group - London, United Kingdom
Programmatic Executive - Bauer Media Group - London, United Kingdom

Client Partner - Group Black - NYC, Chicago, Remote
Campaign Specialist - Tribune Publishing - Norfolk, VA
AdOps Executive - The Telegraph - London, England
Senior AdOps Executive - The Telegraph - London, England

Job Seekers

Actively looking for a new gig or want to see what's out there? Become a Job Seeker and post anonymously what you're looking for in your next job. Take a chance that someone needs what you want to do!

If you are looking to fill an open role, review our job seekers, we may have the perfect person for you. Send us a note and we’ll make the introduction!

#76 
Boston based, open to remote. Ten years in digital marketing, digital production, and digital advertising operations working for publishers, advertisers, and agencies. Has numerous MarTech and AdTech certifications including Google AdTech stack.

#78 
New York based. Experience in agency, publisher, programmatic worlds with an interest in CTV & Site tagging. Looking for Senior manager/associate director roles/director roles.

#83 
Los Angeles based senior sales leader has built and/or led existing digital media/SaaS sales teams for startups and market leaders alike. Looking to get back into a FTE role and provide senior executive leadership as well as revenue and product strategy for this next opportunity.

#84
New York based, open to remote. Senior digital media and programmatic manager, creative problem solver with nearly a decade of experience in the field. Has team management experience, open to a senior level independent contributor role in adops, product, or marketing.

Industry Events

Our Full List of User Submitted Events
Email us at [email protected] to add your events.

All times are ET.

 

January 25-26 at 12:00 p.m. - Digiday Media CMO Summit
January 25 at 11:00 a.m. - The Crumble of Third-Party Cookies: How to Prepare in 2022
January 26 at 10:00 a.m. - Identity 2022
January 26 at 5:00 p.m. - MediaPost's Online All Stars
January 26 at 7:00 
p.m. - MediaPost's Agency of the Year Awards
January 26 at 2:00 p.m. - Self Care for Burn Out
January 27 at 1:00 p.m. - CYA 2022: 7 Malvertising & Ad Quality Trends
January 28 at 4:00 p.m. - Beeler.Tech Weekly Virtual Happy Hour (New Link!)
February 3 - 2022 Creative Media Awards
February 7-10 - IAB Annual Leadership Meeting
February 16-19 - Retail Brand Insider Summit
February 22 at 7:00 a.m. - Adexchanger’s Industry Preview
February 28 - March 1 at 3:00 p.m. - RampUp 2022


... (other people's stuff and Virtual Happy Hours)

May 1 - May 4: Publisher Revenue Base Camp: Boulder, CO <Beeler.Tech!

Go to our industry event calendar to check out the full list.

 

Virtual Happy Hour Every Friday 4 p.m.

Register here for all of 2022! VHH requires registration and approval. <--- Register now, so we aren't approving everyone at 3:55!

Join us and you'll get access to our Discord server. Don't you want to tell the teenager in your life that you're on Discord? 

 

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