Tom Chavez is an entrepreneur, technologist, musician, and family man residing in San Francisco. He was the founder and CEO of Rapt Inc., and following the acquisition of Rapt by Microsoft, he served as General Manager of Microsoft Advertising’s Online Publisher Business Group.
I have received an overwhelming amount of feedback from my last missive. I heard from friends and colleagues in the publisher space, DSPs, agencies, and technology and service providers. There were hugs, high fives, bricks, and a few rotten tomatoes – all of it instructive. Ultimately I’m just glad to see some really smart people thinking about the challenges publishers face in an increasingly buyer-centric industry.
In my last note, I asserted that:
With the right data infrastructure in place, publishers can open up regulation-proof revenue streams worth hundreds of millions of dollars. It would be a shame if some new channel master strip-mined their audience of its emerging data value without giving them their due.
Before publishers can start claiming value from data, they need to get a handle on what they’re losing. Revenue Exposure is a metric that I have been exploring with my friend and colleague Vivek Vaidya, formerly CTO at Rapt, and Andy Skrzypacz, Professor of Economics at Stanford. Our goal in this exercise is about more than intellectual stimulation; we’re dead-set on measuring the potential costs to digital media publishers of data collection across their websites.