Eric Siu argues paid media has become commoditized as privacy updates and new platforms fragment where ad dollars go. He says marketers should focus on data-driven storytelling and strong creative to keep growing.
Paid media, as we know, is now a commodity. And here's what you need to do instead to continue growing your business. So pre-pandemic, Google and Facebook had half of all venture capital dollars, meaning that of all venture capital dollars raised, about 47% or so would actually go towards these ad platforms. Now with all the privacy updates, with new competing app platforms coming out, the old days of just turning on, spinning up an ad account, it's not that easy anymore. It's gonna get a lot harder than that. It has gotten a lot harder than that, which just means marketing has gotten harder. The blue ocean now for marketing is actually That's the difficult part, which is why a lot of people aren't playing in that blue ocean. Now, what do you need to do? The 2 things that matter quite a bit when it comes to marketing are creative and data. If you can tell a story with data, you are good to go. If you know how to come up with strong ad creative, strong video creative, you are good to go as well. So,
