Addressable TV’s Supergroup; EU To Probe Google’s Advert Tech Enterprise
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Addressable supergroup
Some marketers are pushing their TV partners to act more than the big digital companies that allow them to target ads to specific audiences. To meet this need, TV distributors Comcast, Charter Communications, Altice, Dish Media and Vizio have teamed up to form eight companies to form a consortium called Go Addressable. It’s part of an effort to drive addressable TV advertising and make it easier to navigate a fragmented landscape. The Wall Street Journal reports. That was a challenge in the streaming ecosystem, where advertisers need to compile inventory from multiple streaming services, smart TV companies, cable operators and programmers in order to accurately target viewers. Go Addressable does not develop advertising technology to solve these challenges, but rather identifies problems and tries to find solutions. On the planning side, for example, companies intend to share the available scope across different targeting parameters, companies and systems and transfer this information to their planning tools.
Euro-approved
The European antitrust authorities are not done with Google yet. A week after Google agreed to pay a $ 268 million fine and make changes to its advertising business to resolve a competition case in France, Reuters reports that the European Union will conduct a formal investigation into the lucrative one before the end of the year Google’s digital advertising business will usher in the year. Google generated $ 147 billion in online advertising revenue last year – more than any other company in the world. Ads on its websites, including Search, YouTube, and Gmail, made up the bulk of its sales and profits. About 16% of sales came from the display or network business. The EU’s investigation appears to go deeper than the French antitrust case and could end up targeting Google’s entire advertising empire, with antitrust authorities in the block focusing on the company’s position vis-à-vis advertisers, publishers, intermediaries and competitors. These competitors claim that Google is exploiting its reliance on buyers, sellers and intermediaries for its products and services to charge high fees from all parties, giving it an unfair edge over the competition. [Related in AdExchanger: Antitrust Regulators Are Turning Up The Heat On Big Tech. Here’s Your Cheat Sheet]
Programmatic representation
To increase spending on programmatic advertising among minority publishers, the GroupM holding company has joined the “Underrepresented Voices” initiative of ad tech company TripleLift. Ad Age Reports. The curated deal runs exclusively on the websites of operators of Black, Latinx, AAPI and LGBTQ + media companies. TripleLift said it waived its fees to allow more dollars to go directly to publishers. Supporting minority-owned publishers has become increasingly important among media buyers as businesses focus on social equality issues. GroupM also recently announced its Responsible Investment Framework initiative, which encouraged customers to invest 2% or more of their total media spend in black-owned media companies. Continue reading.
Obtain advertising
Instagram advertises in its TikTok clone Reels. Ads in the short video service appear in a loop for up to 30 seconds – full screen and vertical – and between the individual posts, CNBC reports. The ads come almost a year after the reels started. YouTube, which launched its copycat named Shorts, has also caught up with TikTok. Why all the fuss? A eMarketer report was released this month said that adult TikTok users will spend more time on TikTok than adults Facebook Users spend this year on Facebook, which owns Instagram. According to the same report, TikTok is set to garner more Gen Z users than Instagram this year. But while TikTok is ahead at the front of the audience, Facebook is way ahead when it comes to advertising. Facebook has sophisticated advertising technology and a number of marketers who, of course, spend money on its platform – and that gives it an edge over new players.
But wait, there’s more!
New antitrust laws could force Facebook and Google to have more data access – and prevent them from giving preference to their own services. [Digiday]
The week without cookies: Procter & Gamble has a cookieless. announced cross-platform measurement test, [Ad Age], and Contentsquare has launched its first cookie-less Experience Analytics solution. [release]
Zeroing the Android Advertising ID will only affect 2% of devices worldwide, according to Singular. [blog]
The ad tech company DigitalReef was founded on June 17th with the aim of as a large-scale mobile marketing and advertising platform. [release]
NBC is talking to prospective advertisers about a price of $ 6 million per 30-second ad during the Super Bowl, which marks a new high in the pricing of ads during the Big Game. [Variety]
Zoomers love games. According to Tapjoy, around 86% of Generation Z members use mobile devices as gaming platforms. [VentureBeat]
MadHive licenses data from HyphaMetrics, a newly formed measurement company with a panel of 100 households that tracks media usage at the individual level across devices. [Broadcasting + Cable]
You are set
Kubient has hired Mike Gavigan and Mark St. Amour as VPs of Performance Media.[release]
Alpha Foods has hired Kierstin De West as its first CMO. [release]
ID Comms has hired Victoria Potter as its Global Assurance Director. [release]
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