And there it is, the crux of the issue:
We are OK with the lack of channel reporting right now since the benefits outweigh the lack of transparency.
Having participated in a dozens of these private betas over the years, they almost always perform wonderfully while in beta. It’s a simple matter of supply & demand. But when the beta is opened to the public, the prices in auctions normalize. The balance of benefits and transparency becomes murkier. And advertisers like me want more transparency - more levers to pull in an effort to optimize the campaign for increased efficiency. More data.
I’ll pull out my crotchety old man persona for a moment, but I am bearish on how this will play out. For a decade, Google (specifically) was noble in prioritizing performance over their own profitability. But their actions in recent years have been far less noble. Look no further than those creepy “Google Reps”
that call account owners to scare them into spending more, with little concern for performance.
But time will tell…