Welcome to our Tweet of the Week, where we spotlight insightful and thought-provoking tweets from the world of adtech. Every Friday, we’ll bring you a standout tweet that captures important trends, shares valuable data, or offers unique perspectives on the always-evolving adtech landscape.
This week’s Tweet of the Week honoree is Collin Slattery, founder of agency Taikun Digital. In his tweet, Collin is offering critical commentary about Google’s announcement earlier this week to end new Video Action Campaigns as of Q2 next year in favor of automatically upgrading those campaigns to Demand Gen.
“The degree to which Google shakes down advertisers would make Al Capone blush,” said Slattery, criticizing the forced shift as he argues that “Demand Gen has minimal adoption because it’s a half-baked product with mediocre performance at best.” He added that Video Action works and the move will “jam some shit inventory in there to ensure you make less money.”
Google disagrees, of course. “Advertisers using Video Action Campaigns,” according to their blog post about the shift, “will drive stronger performance by adopting a multi-format strategy with Demand Gen today.” They also claim Demand Gen provides better reach, creative flexibility, and targeting, thanks to AI. Reach is key as Demand Gen campaigns can get in front of “up to 3 billion monthly users” across Google owned and operated inventory on YouTube (including Shorts), Discover, and Gmail.
Check out Slattery’s full tweet here.
