YouTube's Transparency Crisis: Unraveling the Adocalypse Fallout
The truth remains: digital empires rise and fall like tides, but YouTube has long held the crown as the biggest seller of online ad space. Yet, as the
dust settles one month after a seismic revelation, the titan of video-sharing finds itself ensnared in a whirlwind of controversy. The stage for this drama was set by critical reports from Adalytics Research, unveiling a shocking lack of transparency in media buys on YouTube. The tremors of this revelation are still rippling through the industry, shedding light on deeper systemic issues. Adalytics Research, an independent watchdog in the advertising sphere, turned the spotlight on YouTube earlier this year. Their report sent shockwaves through the industry, revealing the extent of brand safety concerns surrounding advertising on YouTube. One issue that struck fear into advertisers was the apparent ease with which their ad spend ended up being
placed on Google Video Partners, a realm far removed from the content they intended to support. At the heart of the matter was YouTube's long-standing policy of negative-option provisions in its Google Video Partner program. This program, which is an integral part of YouTube's advertising offering, often funneled advertisers into content unrelated to YouTube itself. Advertisers were, in
essence, passengers on an unpredictable journey through the vast landscape of online video. The Battle for Accountability In the wake of Adalytics' damning report, a battle for accountability and transparency has ensued. Google, YouTube's parent company, has vehemently
pushed back against the accusations, even going so far as to release an analysis countering Adalytics' claims. The key contention lies in YouTube's alleged targeting of ads to children, a practice fraught with ethical and legal ramifications. According to Google, Adalytics made two fundamental errors in its research. First, it limited its investigation to impressions served on Made-for-Kids
(MFK) channels rather than individual videos. This oversight, Google argues, led to an inaccurate portrayal of personalized ads on MFK content. Furthermore, Google contends that all ads served on MFK videos are targeted using contextual signals, such as viewing behavior, and never rely on personal information like age. Despite these counterarguments, the battle rages on. Advertiser
representatives, working through trade bodies, are demanding answers from Google, and talks between the parties continue. Some advertisers have even requested refunds, claiming that the Adalytics report prompted their actions. The Enigma of Google's Dominance Google's
dominance in the digital advertising landscape is a central theme in this unfolding drama. Over the years, the tech giant has skillfully woven a web of interdependencies, making it indispensable to advertisers. They have successfully lured clients and agencies into their ecosystem, offering a seemingly simple solution in a complex world. The promise of connecting various advertising components, coupled with the allure of impressive results, has ensnared many. Yet, the question that arises is whether this dominance has led to complacency. Some in the industry have argued this past month that Google has been grading its assignments for too long, leading to a situation where accountability becomes elusive. The dependency on Google's stack has become a double-edged sword, with the industry grappling with the dilemma of holding Google accountable while simultaneously being beholden to
it. Regulatory Scrutiny Looms Amidst this storm, regulatory scrutiny looms on the horizon. YouTube's plans to leverage its co-viewing data, along with allegations of misdirecting advertiser money to low-quality partner sites on the open web, have piqued the interest of
the Media Rating Council. This oversight body is now closely examining the Google platform, raising further questions about its practices. In response to these challenges, Google is rolling out a new policy called "Limited Ads Serving." This policy imposes a "get-to-know-you period" for new advertisers, during which their ad impressions may be restricted. Google will evaluate factors such as
user feedback, adherence to advertising policies, and completion of the Advertiser Identity Verification process to determine when new advertisers can expand their reach. Adalytics' research has even caught the attention of lawmakers. Senators Ed Markey and Marsha Blackburn have written a letter to FTC Chair Lina Khan, urging the agency to investigate Adalytics' claims. They contend that
YouTube and Google may have violated the Children's Online Privacy Protection Act (COPPA) and its 2019 FTC consent decree. COPPA mandates that online platforms obtain parental consent before collecting data from users under the age of 13, a rule that could have far-reaching consequences for YouTube. One month after the Adocalypse, YouTube finds itself at the center of a maelstrom. The
advertising industry grapples with a reckoning, and the media behemoth is forced to confront the ghosts of its past actions. The road ahead is uncertain, but what remains clear is that transparency and accountability have become the rallying cries in an industry reshaped by revelations and repercussions. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Picnic has earned its stripes as a top flexible workplace, boasting an impressive 89% FlexScore from Flexa, the UK's leading verification provider. Employees have lauded Picnic for its trust-centered culture, describing it as entrepreneurial, open, and kind, which is a rare
blend indeed. With benefits like 25 days of annual leave, a work-from-anywhere scheme, and gender diversity that's breaking industry norms (50% female engineers!), Picnic's commitment to flexibility and inclusivity shines through. As they say, it's a "Picnic" to work here, where flexibility meets ambition, trust, and great perks, all wrapped up with a healthy dose of work-life balance. 🍉🎉🌟
UNHCR and Jellyfish are turning your favorite hashtags into a powerful force for change! 🌍💪 The "Behind the Hashtag" campaign by Jellyfish is brilliantly simple: it takes the most popular social media hashtags and uses them to shed light on the harsh realities faced by millions worldwide. From #SunnyDay highlighting droughts to #BackToSchool showcasing those awaiting humanitarian aid
in Syria, this campaign brilliantly pairs social trends with stark facts, creating an emotional jolt. Coupled with a smart media plan spanning online and offline channels, it's a game-changer in awareness and donation efforts. Charlotte Pinet, Head of Private Sector Partnerships at UNHCR France, rightly calls it a "bold breakaway" that's set to make a real impact. Kudos to Jellyfish and UNHCR for this innovative approach! 📢🌟🌞 In the epic Charter-Disney showdown, the key takeaway is simple: Charter's financial bread and butter comes from broadband and mobile, not cable TV packages. Losing Disney or viewers cutting the cord doesn't ruffle their feathers too much because those cord-cutters still need high-speed internet, and Charter can probably lure them into streaming bundles down the
road. Disney, on the other hand, risks playing with fire by moving everything to streaming; they'll miss out on the millions from carriage and retrans fees that Charter pays. In Q2 2023, Charter lost 189,000 cable TV subscribers but gained 77,000 broadband subscribers. With 30.6 million broadband subscribers against 14.1 million pay TV subscribers, the numbers speak volumes. While Charter's internet and mobile revenues rise, pay TV revenues drop, signaling a changing landscape. However,
increased competition in the broadband space and 5G alternatives mean Charter's dominance isn't a sure bet. If you're Bob Iger, holding onto cable money might be wise, and if you're Charter, tread carefully; people don't love cable companies. For Charter subscribers missing ESPN, vMVPDs like Hulu Live TV and Fubo are just a click away. Lastly, for streaming services, bundles could still be your friend, reducing churn and keeping customers locked in for the long haul. The bundle may be changing,
but it's far from dead. 📺🌐📈🔌 Big news from Google! 🚀 Google has officially rolled out its targeting and measurement APIs in Chrome Privacy Sandbox to all users. No more flag-setting or trial participation needed; these privacy-first APIs are now a default feature in the Chrome browser. Plus, there are new ad privacy controls to let users manage Privacy Sandbox
features, like disabling topics they'd rather not be targeted with. Watch out for the history-tracking feature as it becomes part of this change, and keep an eye on your dashboards. However, about 3% of users will be on hold for relevant split tests and tracking performance monitoring. On another front, Google Ads is shifting towards real-time bidding auctions for apps, so if you're advertising apps, consider using a hybrid setup for mediation waterfalls for a smoother transition. Lastly, Google
has launched support for site names in all languages, ensuring your website title appears as expected on the SERP. No surprises allowed there! 🌐📈📱🔍
Major ad organizations and business groups are rallying against the Delete Act (SB 362) in California, which would make it easier for residents to remove
their data from state-registered data brokers. 😡 They argue that the bill would negatively impact Californians by hindering anti-fraud initiatives, loyalty programs, and public interest research, as well as limiting small companies' ability to reach new customers. 😱 Privacy advocates support the bill, saying data brokers collect sensitive information that could lead to harassment and discrimination. However, opponents, including the Consumer Data Industry Association, insist that it's
being rushed without proper debate and could jeopardize fraud prevention efforts. 🤔 The bill's fate will be decided by the Assembly by September 14, with the ad industry and business groups strongly opposing it. 🗳️📊 The agency-advertiser tango gets stickier as clients demand longer payment terms, sometimes
stretching up to a whopping 120 days or more! 😬 The 4A's is now stepping in, advising agencies to put their foot down against these extended terms, arguing that clients reap all the rewards while agencies bear undue costs and risks. 💼💰 In its report, "The Ripple Effect Of Extending Payment Terms," the 4A's firmly states that anything beyond a 30-day payment cycle clashes with the typical agency model, and lending clients money for media buys is a big no-no, likening agencies to banks
for usually better-funded clients. 🏦 Not only do agencies lose out, but consumers also suffer due to inefficient financial dealings. 🙅♂️💳 The 4A's finds allies in the World Federation Of Advertisers, the UK's IPA agency trade group, and ID Comms, all endorsing the 30-day norm. 🌐 Meanwhile, the ANA warns that extended terms can strain relationships, reduce flexibility, and inflate costs, urging clients to consider fair treatment. 🤝💸 Payment terms have stretched from a 30-day average in
2010 to around 60 days today, and the 4A's warns that if unchecked, clients might keep pushing until it all goes belly up. 📅💥 Apple's iPhone users are not just outnumbered globally; they're spending a staggering seven times more on apps compared to their Android counterparts, even though Android users are four times more numerous. 📱💸 This phenomenon is partly
attributed to iPhone's dominance in wealthier demographics, especially in the US. 🇺🇸 When you break it down, an iPhone user rakes in a whopping $10.40 in monthly app revenue, while an Android user generates a modest $1.40, and this doesn't even factor in Apple's service subscriptions. 💰📈 Although US App Store downloads are slowing down, it's not causing significant turmoil, and certain app categories like sports streaming, education, productivity, and shopping are still on the upswing.
📈📚🏀 Plus, overall revenue is soaring, with the App Store's Mobile Revenue Index spiking by 36.4% since 2018, making it a lucrative market. 💼📊 So, next time someone complains about high CPMs for iOS users, just whip out this study for some negotiation power! 💪📊
Google is back in the tracking game with "Enhanced Ad Privacy" for Chrome, allowing websites to target users based
on their browsing history, though it can be manually turned off. This move, linked to Google's Topics API rollout and third-party cookie phase-out, leaves us curious about its long-term impact on ad performance. 🍪🕵️♂️ In a different arena, Google is beefing up its Performance Max and Dynamic Search Ads with "URL Contains" targeting, granting users greater control over where they land while automation does the heavy lifting. 🎯💼 Meanwhile, YouTube is testing fewer, longer ad breaks
for a more seamless viewing experience, resembling traditional TV, and plans to add a clear countdown timer for content resumption, potentially risking disengagement. 📺⏳ So, while the cookie jar may be empty, tech giants are still cooking up ways to track and engage us. 🍪🤖
PepsiCo, the company behind
iconic brands like Pepsi, Gatorade, and Frito-Lay, has made significant strides in boosting its global first-party data records by a whopping 50% in the past 18 months. 📈 How did they achieve this? By enticing consumers with rewards in exchange for their email addresses through various means, such as QR codes on product packaging, in-store point-of-sale interactions, and TV commercials. This treasure trove of consented first-party data enables PepsiCo to deliver more personalized and
relevant messages to its audience, ultimately driving revenue. 🥤💻📊 While specific numbers remain under wraps, PepsiCo's data-driven approach is undoubtedly paying off. 🌟 GumGum is on fire 🔥 with over 2X industry growth, and they're gearing up for a cookie-less digital advertising world by bringing
industry veteran Michelle Hulst on board as President. With 20 years of experience in advertising and data management, Hulst's leadership will help GumGum navigate the evolving digital landscape. The company's Mindset Platform™, combining creative, context, and attention products, is gaining traction, delivering up to 400% ROAS for brands like Domino's. As GumGum shapes meaningful connections for advertisers worldwide, Hulst's expertise is set to take their innovative approach to the
next level. 🌐💼📈 #DigitalAdvertising #Growth #IndustryLeadership Virgin Atlantic has chosen Amperity, a leading enterprise customer data platform (CDP), to handle and optimize its customer data from various digital touchpoints and offline transactions. This partnership aims to create a more
personalized ecosystem for Virgin Atlantic customers, improving their digital experiences throughout their journey with the airline. Amperity's AI-powered platform will help create unified customer profiles, enhance customer acquisition and loyalty, and ensure a seamless end-to-end experience. Virgin Atlantic seeks to leverage Amperity's identity resolution, audience segmentation, and predictive analytics to deliver highly relevant content and communications to its customers. This move reflects
the airline's commitment to enhancing customer interactions through data-driven personalization. ✈️📊🤝
Meta bids farewell to the Facebook News tab in the UK, France, and Germany, leaving publishers searching for alternative avenues to reach their audience, though regular news feed access remains
intact. Meanwhile, on Twitch, the platform experiences a user exodus, shedding 450k active users in a year, possibly in response to contentious monetization changes. As for Elon Musk's enigmatic X, it no longer relies on US ad dollars for its survival, with a shift in revenue sources and a private status shrouding the details. Twitter Blue users on iOS can now discreetly tuck away their Likes tab, a feature bound to ripple across other platforms soon. 📰👋🎮🚀 #MetaNewsTab
#TwitchTroubles #XSurvival #TwitterBlueHideLikes In a concerted effort to bolster advertising and marketing spending on diverse media suppliers, the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A's) have unveiled 11 new guidelines for their members.
Among these, they encourage companies to evaluate their existing investments with diverse suppliers and to align such spending with strategic communication objectives, avoiding undue fixation on benchmarks. Measuring market share among various ethnic segments is recommended to uncover growth potential, while exploring non-traditional media avenues like event sponsorships and experiential marketing is encouraged. Importantly, the guidelines stress the importance of year-round investment in
diverse media rather than limiting it to specific events. They also advocate for direct dialogue between marketers and diverse suppliers and underscore the significance of reflecting diversity within both internal and agency teams when targeting a diverse consumer base. This initiative aims to assist marketers in formulating substantial strategies that resonate with their diverse customer demographics. 🌟💼🌎 #DiversityInMedia #MarketingGuidelines #DiverseSupplierInvestment As the digital landscape evolves, Microsoft Advertising drops a Q4 feast for advertisers, like a tech-savvy 🍂 autumn fairy. With audience expansion features, your targeting game just went worldwide 🌎, and bulk associations for various audiences are like the Marie Kondo of campaign management, sparking joy everywhere. 🧹💼 Add in auto-generated assets for responsive search ads,
turning them into multimedia magicians, and your campaigns will shine brighter than a supernova! 🌟 Don't forget the Logo extension, giving your ads that extra swag. 💼✨ And for the grand finale, Customer match integrations with Hightouch and Zapier arrive like campaign wizards, simplifying your workload. 🪄 So gear up for Q4 – Microsoft Advertising's got your back! 💪📈 #AdMagic #Q4Feast
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VIRGINIA RITCHIE: LEADING TOMMY HILFIGER’S GLOBAL MARKETING TRANSFORMATION Virginia
Ritchie’s appointment as the Global Chief Marketing Officer (CMO) at Tommy Hilfiger marks a significant change in the world of fashion and branding. Taking on her new role from September 1, 2023, Ritchie is expected to lead the iconic brand towards uncharted territories, redefining the standards of relevance and engagement within the fashion industry. With a career spanning over 15 years, Ritchie brings a wealth of experience
to the Tommy Hilfiger team. Having held diverse leadership positions across the Americas, EMEA, and APAC, she’s no stranger to the global stage. Her journey to the CMO position reflects a deep commitment to understanding the brand’s DNA and pushing the boundaries of what Tommy Hilfiger represents. LEARN
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SEAN BLACK: A MAVERICK IN THE ADTECH ARENA TAKES THE HELM AT DAILYMOTION We know
what it’s like when it comes to AdTech PR: attention spans resemble mayflies on caffeine. So the announcement of Sean Black’s appointment as General Manager for North America at Dailymotion Advertising is more than a headline—it’s a declaration of major intent. With all the subtlety of a neon-lit billboard in Times Square, Dailymotion has proclaimed, “Ladies and gentlemen, put on your seatbelts; a new era of AdTech leadership has arrived.” With the charisma of a trailblazer and the strategic finesse of a chess grandmaster, Sean Black steps into the limelight not merely as an executive but as a mastermind reshaping the digital marketing terrain. READ FULL ARTICLE
EMILIE COTTER TAKES THE HELM AS AUDI’S CHIEF MARKETING OFFICER In a pivotal move signaling
Audi of America’s determination to navigate the ever-evolving automotive landscape, the luxury automaker announced the establishment of a groundbreaking brand marketing team. Leading this visionary endeavor is the seasoned Emilie Cotter, who has been appointed as the Head of Brand Marketing and Communications, holding the esteemed title of Chief Marketing Officer. This strategic restructuring is set to harness the power of
integration, aligning brand strategy, marketing efforts, and external communications with a singular aim: to accelerate growth and propel consumers toward an electrifying automotive future. READ FULL HIRING ARTICLE
METAVERSE MIRAGE OR DIGITAL DESTINY? THE GREAT UNVEILING In a world where trends come and go like fleeting neon lights on a nighttime boulevard, the metaverse has
emerged as a captivating enigma, oscillating between exuberant optimism and skeptical scrutiny. However, a newly published report from Market.us dares to defy conventional wisdom, painting a compelling picture of the future. This report, akin to a guiding torch through the digital labyrinth, boldly predicts that the metaverse will experience an annual growth rate exceeding 40 percent, transforming its current $64 billion value into a staggering $2.3 trillion by 2023. Such a forecast evokes the
excitement of prospectors seeking gold in uncharted territories. Yet, amidst this fervor, there are whispers of doubt from some quarters, dismissing the metaverse as a relic of past buzzwords. The central question that lingers, akin to an insistent itch, is whether these conflicting narratives reflect diverse interpretations of a complex fusion of gaming and interactive experiences. READ THE ARTICLE
DECODING THE DISRUPTION: WILL AI UNRAVEL INFLUENCER MARKETING? The winds of change are rustling through the world of influencers once again, echoing the cadence
of evolution. The ascent of Artificial Intelligence (AI) has unfurled a new chapter in the narrative of influencer marketing, plunging both creators and consumers into a quest to comprehend the imminent transformation. An era marked by generative AI tools, exemplified by the likes of ChatGPT, is poised to redefine the contours of influence, leaving us to grapple with the implications of this paradigm shift. READ MORE
WHO ARE THE PROGRAMMATIC SCAMMERS? A pervasive threat lurks beneath the glossy surface, ensnaring marketing budgets,
eroding trust, and redefining the very essence of return on investment: We’re talking about programmatic ad fraud—a cunning game played in the shadows, where bots and automated systems orchestrate an elaborate dance of deception, siphoning off billions from advertisers’ pockets. As we stand on the precipice of a new era, with AI and quantum learning technologies beckoning us toward uncharted realms of automation, the question
looms: Who are the biggest scammers orchestrating this grand charade? READ MORE
STREAMING ADVERTISING: EMBRACING CHANGE AND CONQUERING THE NEXT 24 MONTHS We currently find ourselves sailing through turbulent waters, but also
witnessing the birth of new opportunities. Over the next two years, streaming advertising is set to become a major force, transforming the way brands interact with consumers and ushering in a digital renaissance. So, hoist the sails, grab the helm, and let us set our course on this digital odyssey.
The old world of advertising with its trusty compass, the Gross Rating Point (GRP) currency, provided a sense of direction to advertisers for decades. But as the digital storm rages on, we must embrace a new currency, the impression-based metrics. This sleek, modern approach allows for precise targeting, granting us the power to reach our desired audience with laser-like accuracy, like daring buccaneers navigating
through treacherous waters. READ MORE NOW
TECH BEHEMOTH GOOGLE FACES BILLIONS OF DOLLARS LAWSUIT OVER DECEPTIVE AD PRACTICES In a shocking revelation, Google, the tech giant known
for its search engine dominance and online advertising prowess, is facing a monumental class-action lawsuit alleging that it has defrauded advertisers of billions of dollars through misleading practices surrounding its proprietary TrueView video advertisements. The 26-page lawsuit, filed on July 26, has sent shockwaves through the advertising industry and has raised serious questions about the credibility and ethics of Google’s advertising platform. READ ENTIRE STORY
YOGURT’S GOT A NEW GURU: CHOBANI SCOOPS UP MARKETING MAESTRO THOMAS RANESE We all know Chobani, the foodie trailblazer known for its heavenly Greek
yogurt and a fresh outlook on snacking! They’ve just unveiled their secret weapon as Chief Marketing Officer: Thomas Ranese, the marketing maestro who’s conquered the branding world at Uber and Google. Chobani’s CEO, Hamdi Ulukaya, gushed about their quest to serve up “better” everything – from ingredients to quality, nutrition to business practices. And guess what? They’ve found their brand wizard in Thomas. His superpower?
Making a difference for humanity through good food. Talk about a match made in yogurt heaven! READ MORE NOW
SCHILLER’S SHOWTIME: A MEDIA MAVERICK’S INSIGHTS UNVEILED As we sat down with the media maverick himself, it quickly became evident that Schiller’s sharp wit and encyclopedic knowledge of
the industry were a match made in heaven. We had wanted this interview for a while. Why? He can effortlessly traverse the complexities of digital media, technology, data, and monetization while vividly portraying the future of advertising and media consumption. I only wish I had asked more and better questions. In our first tête-à-tête, we explored Schiller’s insights into the evolution of technology and its impact on the media
industry. “Technological innovation is the catalyst for change,” Schiller remarked with a knowing smile. “In the entertainment and media business, we’ve witnessed how technology has consistently unlocked new consumer behaviors since the dawn of media. The problem, however, is that our industry often moves at the speed of a snail on vacation. We saw it with the advent of streaming, from the Napster days to YouTube. Ever tried
doing something different, and people around you are like, ‘Wow, why are you doing that? Can you say ‘streaming video’?” READ MORE OF THIS INTERVIEW |
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