AdTech News Round-up
As Hollywood’s actors’ and writers’ strikes continue without any signs of letting up, media agencies and experts expect the impact to be felt across retail media, influencer marketing and connected TV inventory.
The ongoing labor disputes, which started in May, mean fewer new scripted shows and other content are coming out of the studios. Some think this could be a boon to reality television, reruns and influencer-generated content. And some areas of CTV inventory might not be impacted, given the streaming services’ growing use of content from other countries — “Squid Game,” anyone? — while other types of content face greater uncertainty.
Check out our blog post: What Is Connected TV (CTV) & OTT Advertising and How Does It Work? [infographic] & The Difference Between Traditional, Linear, Connected TV, OTT, and Advanced TV Advertising [infographic]
Marketers are facing even more challenges on Twitter, as if they didn’t have enough already.
Nearly nine months after Elon Musk took the helm at the social media platform, the bird app is no more. It’s been rebranded as X. This sudden transformation poses a significant obstacle for marketers who had been relying on the platform as part of their social media strategies.?
Brian Chevalier-Jordan, CMO at National Business Capital, said he has been really put off. While his company doesn’t advertise on Twitter, or X, right now, his team was considering an ad buy in the coming months as part of a broader paid social media campaign. But this latest move to rebrand hasn’t exactly made him eager to advertise with the platform.
Retailers are exploring new opportunities for incremental revenues by opening new channels, with media and advertising very much on their radar.
Meanwhile, retail media is an area of potential expansion for ad tech companies whose business models have been challenged in the last five years by regulatory and policy trends. They need to offset their decline in other areas, and they are looking to retail media as their next meal ticket.
How retailers and ad tech interact will determine whether retail media can avoid the same predatory practices that have led to traditional media becoming commoditized.
Check out our blog post: What Is Retail Media & Retail Media Networks (RMNs)?
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Netflix has announced it is cutting its cheapest ad-free subscription plan in the US and UK, a move which looks designed to drive uptake of its cheaper ad-supported plan (or push users on to a pricier subscription tier).
The news, delivered alongside Netflix’s Q2 financial results, comes alongside fresh hints at the progress of Netflix’s push into advertising. The company revealed that overall subscriptions to its ad-supported tier nearly doubled in Q2. But this growth was from a small base – Netflix hasn’t revealed its full subscription count for Netflix with ads, but revealed in March that US subscriptions had reached one million. And revenues generated by advertising are still not material in relation to Netflix’s overall business.
Google’s deadline for phasing out third-party cookies from its Chrome browser remains set for Q3 of next year (for the time being). But Google’s aim is that by the time this deadline hits, advertisers, publishers, and ad tech companies will all already be familiar with the alternative tools created within its Privacy Sandbox. And on Wednesday Topics API, one of the most relevant Sandbox tools for the advertising world, started rolling out to users broadly via the release of version 115 of Google Chrome.
Topics had already been available for testing as part of Google’s ‘Origin’ trials, which it’s conducting for most of its Sandbox APIs.
Meta already faces a lot of regulatory pressure in Europe, but the parent company of Facebook and Instagram now has yet another government poking at its privacy practices.
On Monday, the Norwegian Data Protection Authority (Datatilsynet) said it will require Meta to stop behavioral advertising on Facebook and Instagram in the country for the next three months unless users give consent. If Meta doesn’t comply with the ruling — which applies to data such as web browsing and location — the company will face daily fines of around $100,000.
The advertising industry as we know it is undergoing a major overhaul due to today’s unprecedented regulatory, ethical and technological challenges. From more stringent regulations like CCPA to users opting out of sharing their data for advertising and the deprecation of third-party cookies, advertising identifiers are most definitely on their way out.
According to IDC’s recent global survey, it’s encouraging to see that brands and media agencies are getting the message: 60% believe cookies and IDs will become obsolete in a matter of time.?
What’s surprising, however, is that 41% of advertisers are only moderately familiar with targeting methods other than cookies or IDs. This clearly reflects that innovative cookieless technology companies must evangelize their models, which can be challenging for the industry to grasp. In particular, it can be easy for advertisers to get confused by solutions that claim to be cookieless.