Lights, Camera, Emissions: Streaming Ads Exposed!
In the latest installment of Scope3's "State of Sustainable Advertising" report, a shocking revelation takes center stage. Streaming ads, from behemoths like Netflix and YouTube, are causing quite the environmental commotion. With a dramatic entrance, they've added a whopping 3.4 million metric tons
of emissions to the show. Meanwhile, their seasoned co-stars, display ads, are not far behind, contributing 3.8 million metric tons annually. These eye-opening figures place both streaming and display ads on equal footing when it comes to environmental impact, with combined emissions equivalent to the yearly electricity usage of a staggering 1.4 million households in the United
States. The Heroic Tale of Emission Sources But wait, there's a plot twist! Behind the scenes, the sources of these emissions differ drastically. For streaming ads, the villainous culprit is media distribution, responsible for nearly ten times more emissions than display
web and app advertising. The story doesn't end there. Not all ad elements are equally culpable. Creative distribution and ad selection take a back seat, causing significantly lower emissions. According to Anne Coghlan, the witty and sharp co-founder and chief operating officer of Scope3, streaming's lower emissions from ad selection can be attributed to "more closed ecosystems" and
"streamlined ways" of purchasing ad space. It's a lesson for the digital advertising realm to learn and implement to reduce its carbon footprint. The Worldwide Premieres and the Stars of Emissions Scope3 has graciously extended the red carpet to more countries in its
quarterly emissions report. In addition to the US and India, the UK claims a prominent spot on the podium of ad emissions, making it the third highest emitter. China and Russia were excluded from this star-studded event, but the data reflects an increasingly global perspective on environmental concerns in digital advertising. The report offers an intriguing glimpse into the future, promising
further expansion with coverage of audio, digital out-of-home, and social media emissions. Scope3's mission is clear - track overall reductions in emissions and deliver useful insights at the local market level. The Anti-Heroes: Climate Risk Inventory and MFA Sites Now,
let's turn the spotlight on the antagonists of the tale - climate risk inventory and Made for Advertising (MFA) sites. These "extremely high carbon domains" have emerged as the worst-emitting media properties online. Inventory within this environment boasts a staggering 26% higher carbon emissions than its counterparts. Coghlan reveals a jaw-dropping finding - in certain countries, climate
risk inventory can account for up to 12-14% of total inventory. And brace yourselves; emissions from this inventory are, on average, double the market average. Cut to post-campaign data: Climate risk inventory and MFA sites underperform by 13% on video completion rate and click-through rate. But, never fear, for Scope3 has a brilliant solution. By blocking this inventory from campaigns,
emissions would decrease by a noteworthy 20%, and campaign performance would shoot up by 5%. Coghlan cleverly exposes a correlation between supply-side platforms selling MFA inventory and rampant reselling practices. It seems the more MFA inventory resellers have, the more they prioritize profit over privacy, user experience, and emission concerns. Is this the dark underbelly of the digital
ad world? Time will tell. A Win-Win-Win-Win Scenario But all is not lost! The plot takes a positive turn as Scope3 uncovers pockets of "optimal" inventory that excel in sustainability, performance, attention, and privacy. Yes, it's a delightful "win-win-win-win" scenario
that advertisers should be scrambling to secure. Responsible media choices are now proven to correlate with better campaign outcomes, making sustainable advertising not just the right thing to do for the environment but a strategic marketing advantage. As the curtains close on this chapter, Coghlan delivers a final message to the industry: "What I would love to see is sustainability not be
put in its own separate column, but actually be brought into the conversations around what is effective and sustainable and responsible media buying." It's a call to arms for a future where environmental consciousness and advertising effectiveness walk hand in hand, creating a better world for viewers and the planet alike. With the stage set for the next quarterly study, we eagerly await the
next thrilling episode of Scope3's journey towards a more sustainable digital ecosystem. In the battle of streaming vs. display ads, one thing is crystal clear - the script for sustainable advertising is being rewritten, and Scope3 is at the helm of this groundbreaking story. Stay tuned for more eco-conscious revelations and climate-smart solutions in the upcoming chapters of digital advertising's epic quest to save the planet! |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🔍 Affiliate tracking faces a browser battleground! Chrome's killing cookies, Safari's chopping tracking, and the AppStore's snooping on APIs. But fear not, the industry's got a toolbox of solutions! 🛠️ Embracing APIs and server-side magic promises a fool-proof future for accurate
tracking, sidestepping browser woes. Still, the traditional master tag isn't going extinct yet – it'll hang around for those tag-based special occasions. 💼💫 Stay sharp, stay savvy, and watch the affiliate world conquer the tracking turmoil with innovation and compliance! 🚀💡
💡 Meta, the tech giant formerly known as Facebook, has faced off against EU law and emerged on the losing side. To comply with the EU's privacy requirements,
Meta will allow users to opt out of behavioral advertising, which is great news for users but a game-changer for marketers. The effectiveness of Meta's tools for targeting users based on online behavior will likely take a hit in the EU. However, if you're in the US or the UK, you might not notice significant changes... at least for now. While Meta has asked for three months to implement the changes, there's no official date yet. On the bright side, Meta might introduce AI-powered chatbots called
"personas" soon, giving users a new way to interact with their products. These personas could provide Meta with more data on users' interests, potentially helping them target users in a different, more personalized way. 🤖🎯💼
📰 Meta takes a bold stance by blocking news content in Canada in response to the Online News Act, C-18. The tech giant argues that the law's requirement for compensation to publishers for content linking
overlooks the support they provide to local news outlets. Starting immediately, Canadian users of Facebook and Instagram will be unable to access or share news articles and content from news outlets. While Meta identifies and restricts news publishers based on legislative definitions, news content from outlets outside Canada remains unaffected. Google is also set to remove links to Canadian news when the law comes into effect in December. The battle between tech platforms and news regulation
continues to stir debate. 💼🇨🇦🚫
🧾🔎 The Federal Trade Commission (FTC) has issued final revisions to its Guides Concerning the Use of Endorsements and Testimonials in Advertising, bringing clarity and specific guidance to marketers. The definition of "clear and conspicuous" disclosure has been refined, emphasizing the need for disclosures to be easily noticeable and understandable by ordinary consumers, especially in interactive
electronic mediums like social media. The FTC also clarified disclosure requirements for material connections, introducing the concept of a "significant minority" audience who should understand such connections. Notably, the updated guidance also addresses affiliate marketing relationships, where clear disclosures of compensation are essential. Advertisers now bear greater responsibility for monitoring and ensuring compliance with the Endorsement Guides. Endorsers and intermediaries may also
face liability for deceptive endorsements or non-disclosures. Marketers and endorsers should take note of these revisions and adjust their practices accordingly to avoid deceptive endorsement practices and potential FTC scrutiny. 🚦💼 LEARN MORE The legal battle between X Corp. (formerly Twitter) and the Center for Countering Digital Hate has taken a contentious turn. X Corp. has filed a lawsuit claiming that the nonprofit violated its terms of service by scraping data and allegedly inducing someone to share log-in credentials to a Twitter partner, Brandwatch. The company
accuses the nonprofit of engaging in a "scare campaign" to drive away advertisers and ultimately censor social media. This clash reflects the ongoing tension between tech platforms and efforts to combat hate speech and misinformation. As the case unfolds in federal court, it will undoubtedly draw attention to the complexities of content moderation and the boundaries of free speech in the digital age. 🕵️♂️🗣️🔒
U.S. ad-supported subscriptions
have crossed the 100 million mark, with major streaming services like Hulu, Peacock, and Paramount+ leading the way. Netflix and Disney+ are also witnessing robust growth in their ad-supported tiers, with over 1 million AVOD accounts on Netflix and around 800,000 on Disney+. Hulu, which pioneered the ad-supported subscription model, has the largest number of AVOD subscribers at approximately 45 million. Peacock is a frontrunner among newer offerings, boasting over 30 million U.S. AVOD
subs, followed closely by Paramount+ with more than 25 million. The AVOD model's hybrid advertising/subscription fee generates significant revenue, expected to surpass $10 billion in advertising revenue in 2027. Streaming services are increasingly emphasizing ad-supported tiers to boost revenue and attract new subscribers. 📺📈💰
The World Out of Home Organization's Global Out of
Home Media Spend Index predicts that OOH worldwide revenue will surpass $40 billion for the first time in 2023, accounting for 5.1% of the media market share. This marks an increase from 4.7% in 2022 and shows steady growth since the pre-pandemic figure of 5.8% in 2019. The data, sourced from 81 territories and 200 members of the organization, provides insights into OOH revenue and market trends. Digital OOH is gaining prominence, expected to reach $15 billion, representing 37% of the
global market share in 2023. North America remains the second-largest territory in terms of revenue, following Asia. The positive outlook suggests a healthy rise in revenue and continued growth above 5% in the coming years. 🌐🏙️💰
DoubleVerify is set to acquire Scibids, a digital campaign optimization firm, in a cash-and-stock transaction valued at $125 million, with additional
potential based on performance metrics. The acquisition will combine DoubleVerify's data with Scibids' AI technology, enabling real-time campaign optimization without relying on third-party cookies. Scibids' AI solution automates and optimizes programmatic buying of digital ad campaigns, using DSP impression-level data feeds and generating custom bidding algorithms for clients. DoubleVerify sees this as an opportunity to expand its offering and provide advertisers with end-to-end media
transaction solutions. The transaction is expected to be completed in Q3. 🤝💰📈🤖🌐
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INSIDE THE GOOGLE VIDEO AD SCAM It’s bad. It’s actually worse than everyone was saying. Google may owe advertisers
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