More on the Google Video Scam
Well, well, well, it seems like Google's video ad woes just keep piling up. If you read yesterday our featured article in the newsletter, you'd know that advertisers are now questioning the value they're getting from Google video ads, thanks to a new report that claims brands have been swimming in a dark pool of low-quality websites instead of basking in the glow of well-lighted YouTube videos. If you wren't paying attention, according to Adalytics, an ad measurement firm, Google may have "misled" advertisers by serving video ads that didn't meet Google's own standards. This report has reignited long-standing concerns about digital advertising, including the perennial question of whether anyone even saw the ads in the first place. It's like the age-old adage: if an ad plays on a spammy website and no one's around to see it, did it really make an
impact?
Naturally, media executives are not thrilled about this revelation. One anonymous executive working for an agency mentioned in the report summed it up perfectly, saying, "All of this suggests that what they've done is create an environment where Google makes money and advertisers get ripped off."
Ouch! That's not exactly the kind of feedback Google was hoping for. Adalytics found that TrueView ads were playing on sketchy websites with hidden video players and muted autoplaying ads. Not exactly the YouTube experience advertisers were hoping for. Eric Hochberger, co-founder of Mediavine, summed it up well, saying, "TrueView is supposed to be the most valuable video on the web.
Advertisers expect that 'YouTube experience' when they buy it." Can't blame them for wanting what they paid for! In the aftermath of this report, brands and ad agencies are scrambling to comb through their historical Google video campaigns, searching for any discrepancies. If ads were shown in places they shouldn't have been or didn't meet the standards, brands have the right to request
refunds from Google. It's time for the tech giant to pay up for its ad missteps. But here's where things get a bit murky. Some brands and agencies are still unsure if they can opt out of running ads on Google Video Partner sites. Google's response on Twitter clarified that for video action campaigns, brands can work with their account reps to exclude GVP inventory. However, it seems like not
everyone fully grasps the intricacies of Google's ad platform. One anonymous executive from an ad tech firm partnered with YouTube explained, "It's not that hard to figure out if you're going to run on YouTube or off YouTube for most advertisers." Oops, seems like some folks missed the memo. Google, of course, has its own version of the story. They claim that the report used "unreliable
sampling and proxy methodologies" and that the claims about Google Video Partners were "extremely inaccurate." But hey, it's hard to trust a response from the very company in question, right? All in all, this latest Google advertising fiasco is causing quite the stir among advertisers. It's high time for Google to step up, take responsibility, and address the concerns raised by this report.
Advertisers deserve transparency, accountability, and the value they were promised. After all, if they're paying for actual views, they should get exactly that—views that are worth their weight in digital gold. The sarcastic remarks from disgruntled industry execs and industry experts highlight the frustration and skepticism surrounding Google's video ad practices. It's not surprising to see
comments like, "I've paid for Google video ads in the past, and really had the feeling that it wasn't actually being viewed by any humans. So I stopped using it." Ouch! That's a damning indictment of Google's credibility in the eyes of advertisers. Ruben Schreurs, CPO at media investment consultancy Ebiquity, minced no words when he described the report as a "structural misrepresentation of
advertising products at best, and downright fraudulent misleading practices at worst." These strong words underscore the seriousness of the situation and the potential consequences Google may face if it doesn't address the concerns raised by advertisers. While Google has attempted to defend itself by claiming unreliable sampling and inaccurate claims, the fact remains that advertisers are
questioning the value they're getting for their ad spend. The issue of ad fraud and the lack of transparency in the digital advertising ecosystem have plagued the industry for years. It's high time that Google takes a proactive approach to address these concerns and rebuild trust among its advertising partners. In the wake of this report, advertisers should take a closer look at their ad
campaigns and evaluate the performance of their Google video ads. If discrepancies or questionable placements are identified, they should not hesitate to demand refunds or seek compensation from Google. After all, advertisers deserve to get what they paid for—ads that reach the right audience in a brand-safe environment. Moving forward, Google needs to prioritize transparency and
accountability in its video ad ecosystem. It should provide clearer guidelines and options for advertisers to opt out of running ads on third-party sites if they choose to do so. Moreover, Google must improve its ad placement algorithms and ensure that ads are served in premium, brand-safe environments that align with advertisers' expectations. The Google Video Partners scam, as some
skeptics have labeled it, needs to be thoroughly investigated and rectified. Advertisers deserve better, and it's time for Google to step up and deliver on its promises. Only then can it regain the trust and confidence of advertisers, and truly provide a video advertising experience worth investing in. The ball is in Google's court, and the advertising industry will be closely watching how they respond to this wake-up call. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
Venture into the murky world of dark patterns where human susceptibility to manipulation collides with the commanding interfaces of the digital realm. The Federal Trade Commission, armed with a research report exposing the deceptive practices of "dark patterns," has declared war on these insidious tactics
used by companies to trick consumers. From disguising ads as independent content to burying crucial terms, these practices have drawn the ire of both the FTC and politicians seeking to capitalize on the public's disdain for being swindled. Recent actions targeting Publishers Clearing House and Amazon demonstrate that the crackdown has begun, but the media industry, heavily reliant on such patterns, faces its own conundrums. While regulation and emerging tools offer hope, the battle against dark
patterns requires a daily fight to dismantle their unearned advantages. In this ever-shrinking ice floe of deception, only the vigilant survive.
In a bold move, WTWH Media, a prominent B2B media company, has announced its definitive agreement to acquire Aging Media Network, a digital media platform specializing in the senior care and behavioral health industries. This strategic acquisition strengthens WTWH Media's presence in the healthcare
sector and enhances its ability to deliver valuable content and resources to professionals in these rapidly growing markets. Aging Media Network's trusted reporting and analysis align seamlessly with WTWH Media's mission, making it a perfect fit for their data-driven, tech-enabled B2B media platform. The collaboration aims to provide comprehensive resources and foster industry connections in the senior care and behavioral health sectors, catering to the evolving needs of healthcare
professionals. With the aging population driving the senior care market and the increasing recognition of mental health and wellness, this acquisition presents significant opportunities for innovation and partnerships. It marks another milestone in WTWH Media's growth strategy, solidifying its position as a leading B2B media company with a diverse portfolio of influential brands and demand solutions.
Germany's love for the NFL is palpable as
the country gears up for another season of live American football. The demand for tickets is soaring, with the Miami Dolphins-Kansas City Chiefs game reportedly selling out in just 15 minutes. Site traffic for the game skyrocketed by an impressive 753% within a day. The Dolphins-Chiefs matchup currently boasts the second-highest average ticket price of the NFL season, second only to the New England Patriots' home opener honoring the legendary Tom Brady. With five international games on
the agenda, including two in London featuring the Jacksonville Jaguars, the NFL is making a triumphant return to Europe after a pandemic-induced hiatus. The enthusiasm and fervor of European fans for the sport are impossible to ignore, leading some to speculate about the possibility of an international division of NFL teams in the future. As demonstrated by fans singing American classics long after the games, such as in Munich where Tom Brady and the Tampa Bay Buccaneers triumphed, Europe's NFL
fever is in full swing.
A study conducted by BonusFinder.com reveals that less than half of Americans feel confident in their ability to identify fake news on social media platforms. Only 48.2% of respondents believe they can recognize false information, with 46.3% admitting to falling victim to fake news and 41.76% acknowledging that they have believed a phony story in
the past. Men generally claim to be less gullible than women, with 62.13% expressing confidence in their ability to spot fraud compared to 35.1% of women. The study also suggests that geography and age play a role, as residents of Oregon (87.5%) and baby boomers (29%) demonstrate less confidence in detecting fake news. The findings highlight the need for better media literacy and critical thinking skills to navigate the increasingly blurred line between fact and fiction in the digital
landscape.
BIA Advisory Services has revised its 2023 U.S. local advertising forecast, lowering the estimate to $161.7 billion due to a mixed start in the economy and tempered growth in digital advertising. Traditional media is expected to earn $84 billion, while the digital revenue forecast has been
reduced to $78 billion. However, CTV/OTT remains the fastest-growing advertising channel, projected to grow by 18.5% with $2.4 billion in revenue. Direct mail, mobile, and PC/laptop are the top three local paid media advertising channels. Some subverticals, such as the auto industry, savings/credit institutions, and realtors, have seen raised projections, while others, including online gambling and health and personal care stores, have lowered estimates.
Blockgraph and NBCUniversal have formed a partnership to enhance the use of first-party data in advertising campaigns. Blockgraph, owned by Charter Communications Inc., Comcast NBCUniversal, and Paramount, will be integrated into NBCU's One Platform ad technology stack. This integration aims to enable seamless data integration, allowing advertisers, agencies, and measurement companies to efficiently use first-party data for planning, targeting, and
measurement. The partnership is expected to result in enhanced data interoperability, more precise audiences, and improved campaign performance. Advertisers will have access to richer and more comprehensive data sets, enabling more accurate measurement and attribution solutions. The collaboration aligns with NBCUniversal's vision of activating campaigns against first-party and marketer data. The partnership follows Blockgraph's launch of GraphPort, which expands access to the Blockgraph platform
for first-party data deployments. Blockgraph has also reported significant improvements in data matching accuracy through its partnership with Kantar. |
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THE FUTURE OF PROGRAMMATIC: MATT BARASH DEFENDS THE SSP.
In an exclusive interview with VideoWeek, Matt Barash, Vice President at IndexExchange, provides valuable insights into the ever-evolving programmatic advertising landscape. With over 20 years of experience, IndexExchange has transformed from an ad network into a formidable exchange model, helping publishers monetize their assets. Barash highlights the seismic shifts witnessed in the industry, emphasizing the rise
of quality and video as paramount factors driving change.
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CRITEO’S COMPLIANCE WOES: REGULATORS SHOW THEY MEAN BUSINESS In a stunning turn of events, adtech firm Criteo has found itself in hot water with regulators, facing a hefty penalty of 40 million euros (U.S. $44 million) for multiple alleged violations of the General Data Protection Regulation (GDPR). The French data protection authority, CNIL, recently announced the fine, which sent shockwaves through the industry and left Criteo employees feeling like their yacht had suddenly transformed into a funeral barge, with no
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CTV’S CAPTAIN FANTASTIC: MIKE SEIMAN AND THE RISE OF PERFORMANCE-DRIVEN TV
As the CEO and Chairman of Digital Remedy,
he's been juggling eyeballs, clicks, and ROI like a seasoned pro. From direct response ad networks to media buying nirvana, Seiman's journey has been a wild ride filled with lessons, laughter, and a healthy dose of innovation. With his sights set on conquering CTV and OTT, he's rewriting the rules and turning campaigns into dazzling performances. So, grab your popcorn and get ready for a show like no other, because with Seiman at the helm, digital advertising just got a whole lot wittier and a
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