Life after the Google trial

Unpacking the potential for political advertising in audio

?By Travis Clark

• Industry observers say that audio is seeing growth in political advertising as the category shifts more resources to digital channels, though there is still room for more growth.
• Audio can reach engaged and informed voters, complement connected TV (CTV) and cut through the clutter of TV ads in swing states, experts say.

?? Lightbulb moment

“The vast majority of campaigns that we talk to are targeting the swing states [ …] Audio has a much lower ad load and they look at us as a reach extension.”

— Steven Kritzman, SVP of sales, SiriusXM Media

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Google never cared about privacy

By Adam Heimlich, Founder and CEO, Chalice Custom Algorithms (chalice.ai)

• In the wake of the U.S. v. Google ad tech antitrust trial, revelations suggest Google wasn’t as concerned about user privacy as it claimed to be.
• Ad analytics and measurement have been mostly absent from both Google antitrust trials, despite being where Google has hit competitors hardest.

?? Lightbulb moment

“It’s time for industry leaders to assert the truth that measurement is not a privacy issue — Google is wrong.”

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64% of U.S. CTV viewers say they pay attention to ads while watching live sports

By Zharmer Hardimon

• Research reveals encouraging indicators for marketers who consider live sports a primary lever for reaching today’s consumers.

?? Lightbulb moment

74% of consumers surveyed want advertising during live sports to be more relevant.

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What's next after Google's landmark advertising antitrust trial

• Closing arguments are slated for Monday, November 25 in the trial. Judge Leonie Brinkema, who is presiding in the case, said she hopes to have everything resolved in December.
• Ari Paparo, who has covered the case for Marketecture, believes the judge will rule in favor of the government because of the overwhelming evidence brought forth about Google’s alleged monopolistic behavior.

?? Lightbulb moment

“[The DOJ] had multiple witnesses say on the stand ‘we would love to switch ad servers, but we can’t.’ That’ s about as strong an indictment of a monopoly as you can get.”

—?Ari Paparo, founder of Marketecture

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