Why gaming should be on every advertiser’s radar

Ionut Ciobotaru, Co-CEO, Verve Group

On TV and videoA column that explores opportunities and challenges in advanced TV and video.

Today’s column is by Ionut Ciobotaru, co-CEO Verve Group.

In the latest wave of integration between gaming and ad tech players, the industry is talking about upcoming advertising opportunities. But this moment is not just for advertising in more places. It’s about understanding the basics and connecting with consumers across all the channels that they care about the way they think are most valuable.

The acquisition of Microsoft’s Xandr and subsequent purchase of Activation is the multi-billion-dollar news that started the real conversation. But in reality, the ball was already moving by others, including Ginga, Apollovin, and IronSource. Then why Flood Now? Is it a technical game? A media drama? An information game? Yes, yes and yes. But more than anything – it’s a consumer game.

Like any massive media shift – and make no mistake, a massive change is taking place – marketplace drivers are versatile.

Everyone is a gamer now

Should all today’s trend conversations start with the effects of the epidemic? I’m so scared. In this case, it is inevitable. Everyone has been home for two years, and yes – people are starting to play more games with some unpredictable population. Over time, that is likely to change. But the epidemic has accelerated the trend. As Writes Eric SewfartThis is particularly significant in terms of increasing capital availability for upstart gaming companies and projects we have seen during the epidemic.

Significantly, more gamers have entered the fray and are playing in a much greater way than ever before. Just look at Wordle Axis Infinity. And, of course, brands want to meet this audience where they are and in a way that makes sense for everyone.

Gaming just keeps getting bigger

As a form of entertainment, video games are Now bigger than the combination of movies and games. And it’s not just money that people are spending on games. This is the time that people spend playing games. This makes video games super-attractive from a media perspective. Speaking of the media …

Channel crossovers are breaking down existing models

For a long time, we talked about gaming in a fragmented fashion: console gaming, PC gaming, mobile gaming – you get the picture. But that language is becoming history. Now, that’s it GamingAnd it’s multi-channel.

If you want the latest parallels, think about the way we watch TV. For a long time, we talked about linear viewers, OTT viewers, CTV viewers, mobile viewers – the list goes on. But the audience does not think of themselves that way. They just want their content whenever they want it and on any device.

They also want to decide how they will pay for their content, either through subscriptions or their valuable focus on ads. It depends on the broadcasters, the platform and the media owners to give consumers the flexibility they want – and they have. Now, it depends on the gaming companies to do the same.

All companies need to get closer to consumers

As gaming companies and advertising technology companies come together to enable and monetize the growing and transformative world of gaming, they are doing so in a landscape where identity is becoming rarer than ever. They need to own their customer relationship from the cup. When multi-channel-aware they need to be able to keep their data within their own fortress.

This is where the game of advertising technology comes into play.

Remember: advertising technology is more than just serving ads; It is about understanding the consumer and the context and creating appropriate experiences. It’s not just about monetization – it’s about user acquisition, retention and engagement. It’s about being able to manage all this in-house in a privacy-first, customer-centric way.

Enter gaming

The walls of the gaming universe are expanding and transforming, and so are the business models built around them. IAB, for example, is To deepen its focus Educate buyers about the basics of in-game advertising. At the same time, it is a sacred ground for gaming gamers, which means that the ad equations built around it will require thought and constant evolution.

Through a mix of gaming, marketing and first-party data worlds, companies are in the best position possible to meet the high standards of their customers – and will be worth paying.

What do you think is going to be the trend of CTV advertising to surpass all the trends of 2022? Just wait until you get a load of gaming.

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You need to open your eyes to get the right to privacy of children

Data privacy is a hot topic, but children’s privacy is often kept in the backburner.


Compliance with the Child Data Protection Act is difficult because it involves determining the exact age of your visitors – and playing by the rules accordingly.

Although the Children’s Online Privacy Protection Act (COPPA) has become an adult at age 24 – it was passed in 1998 – the advertising industry continues to struggle with the challenge of age verification.

Speaking at an International Association of Privacy Professionals event in Washington, D.C. earlier this week, Virginia Lee, Cisco’s privacy officer for the United States, said: “It’s hard to determine how old someone is.

“If you get it wrong, you’re confused,” Lee said. “And it’s very easy to get it wrong.”

Who knows?

Being on the right side of COPPA is not easy – and one mistake is very costly. Businesses can be fined more than 40,000 for violations.

However, there is a knowledge exception in COPPA, which means that general visitor site or app operators will only be subject to the law if they have actual knowledge that children under the age of 13 are sharing their personal information without parental consent.

Companies that claim ignorance about how old their audience is can use the standard of actual knowledge as a hoax.

It’s a bit of a head scratcher. Some advocates argue that getting rid of the knowledge exception and enforcing strict age verification obligations is what COPPA needs to make it more effective.

Otherwise, the incentive is out of deficit. Companies can either err on the side of caution (which can hinder growth) or close their eyes (which is not good for children’s privacy).

But companies usually want to get this right. Donna Fraser, SVP of the BBB National Program’s privacy initiative, said it was rare for a business to be actively pushing against the child protection railroad.

There are exceptions, though.

Take TikTok. Prior to its rebranding in 2018, when the app was still called Musical.ly, parents sent thousands of requests demanding the app to delete their children’s data. When Musical.ly refused to do so, those requests became complaints, and the following year TikTok was fined millions by the Federal Trade Commission.

But the story could have ended differently for TikTok, Fraser said, if it had considered the response from unhappy parents and used it to better its young viewers.

But even though the allegations did not give Musical.ly real knowledge that children under the age of 13 were using its services, as the FTC found, the app’s viewers should have had “constructive knowledge” about age.

Real knowledge is when a company knows something specific versus constructive knowledge, which is something that a company is expected to know rationally.

All Musical.ly needs to do is find out the Score Press Report itself about the popularity of its app among teenagers and young adults.

Using constructive knowledge will help companies implement best practices and act on the right side of the law before they have a real understanding of whether their audience includes children under the age of 13.

“If you have a platform that is not designed for children, but then [discover] They are starting to use it, you have to [address] This, ”said Lee of Cisco.Comic: "Protect consumer privacy!"

Has begun to capture the value of constructive knowledge. This created a presence in the Children’s Privacy Act, a bill introduced in the Senate last year stating that sites and services must obtain parental consent if they have actual or constructive knowledge that they are processing child data. (Privacy means “protecting the information of our vulnerable children and youth,” I do not underestimate you.)

In addition to its ridiculously overly enthusiastic acronym, the law’s emphasis on structural knowledge could help solve some local problems with COPPA, Fraser said.


But when it comes to issues, children’s privacy laws have their own set of rules

The bill, for example, aims to update the COPPA by repealing provisions that allow industry self-regulation, Fraser said. However, doing so would also prevent companies from taking proactive steps to implement improvements to their own online platforms with child safety in mind.

Prohibition of self-control “could have a chilling effect,” Lee said. Companies, seeking to avoid a wrong move, could stop providing meaningful online platforms for adolescent development, he said.

And it will be both a shame and an insult to the youth.

“There is harm in social media, but there are also good things that can be done [allow] Adolescents can expand their worldviews instead of narrowing them down, “said Katherine Ferrara, associate general counsel at Unilever.

It is also difficult for legislation to be effective without incorporating the views of all parties involved.

Policies can “sound good and look good on paper,” Fraser said, “but what does it look like in reality? That’s what we want. If you want something, you need to bring industry together and work with legislators on education.”

And active self-control is a force for good, he said.

“Self-control has helped [implement] COPPA over the last 20 years, “said Fraser, noting that the BBB national program has conducted more than 200 investigations since the law was passed.

By comparison, he claims, the FTC has managed less than 40.

How Frank’s Redhot Meets Slam-Dunk Visibility for In-Game Ads

Mobile game basketball Battle Franks uses the framework's built-in time-view metrics to measure how much attention gamers have paid to banner ads.

As the in-game advertising market heats up, tools to measure ad placement effectiveness in the gaming environment become increasingly important.

For example, how much attention did a placement for Frank’s Redhot in a sports video game attract?

Recently, McCormick brand placed banner ads in Frank’s Redhot Basketball Battle, a free-to-play 2D basketball game for mobile devices. Banner ads were prominently placed in the center court just below the scoreboard.

From Frameplay, a proprietary metric, an in-game advertising agency that uses computer vision to measure the visibility of in-game ads, monitors how long the ad is visible to the player.

Then, these visibility results from Frameplay’s “intrinsic time-in-view” metric were verified using i-tracking software provided by Lumen and iSquare. McCormick’s agency Dentsu also took part in the study, as it seeks to understand the focus in this new format as part of its focus economics initiative.

As can be seen from the results obtained from computer vision and i-tracking technology, the frameplay method of measuring attention in video games is consistent with other methods.

The test also compares the effectiveness of in-game advertising with the effectiveness of advertising on other, more established channels.

McCormick’s agency wanted to measure the quality of in-game ads compared to the format of ads on social media (where Frank’s Redhot follows an enviable TikTok and competes for attention with Tabasco).

In-game ads attracted about 1.4 times more attention than the two in-feed social media display ads. In-game ads generated an average of 2.4 attention seconds per impression, equivalent to the attention generated from a social media video ad (despite the fact that the in-game ad was a static banner).

Having a reliable metric for comparing in-game and social ads creates compelling data that “helps us decide how to spend our dollars,” said Joan Leung, VP of Densu and director of the Global Media Partnership.

These preliminary tests of in-game attention are the first step in creating value for in-game advertising.

Frameplay and other in-game advertising companies are working with MRC and IAB to set standards for attention to the game environment. These environments present a measurement challenge more than other display formats because of the tendency to block ads by game features such as environmental features and player avatars. And many in-game environments are 3D, which literally adds another dimension to the measurement problem.

“When you calculate [in-game viewability]There is a lot to consider, such as the size of the ad on the screen at any given time, the diagonal or angle of the ad at any given time, the player’s perspective and the barrier between the ads and how the light affects visibility, “said Carrie Tilds, Frameplay’s Chief Strategy and Operations Officer. All of these factors and more must be taken into account in any industry-wide in-game measurement standard.

In the gaming world, frameplay will require advertisers to look at the overall focus, not just the time, and change how the advertising technology industry thinks about visibility, Tilds says.

“Current viewing values ​​for display are 50% for one second or 100% for GroupM, 100% for one second of view,” he said. But that’s not enough to tell advertisers whether a person has actually seen and paid attention to the ad, especially when it comes to interactive formats with lots of on-screen activity, such as gaming.

For agency partners such as Dentsu, the scalability standards for in-game ads will further help brands understand that gaming is an effective way to reach audiences like other platforms like social media.

“People know intuitively that gaming is very immersive, but we weren’t really able to measure it. And many marketers still have ideas about gaming that prevent them from putting it in the same bucket as other channels,” Leung said. Lets compare what marketers consider more mainstream channels. “

Dirty in clean room service; Are publishers paying for their payroll?

Here’s today’s AdExchanger.com news round-up … Want it by email? Register Here.

Clean rooms get messy

The key to clean room technology is protecting user data, restricting access to that data as well as allowing it to be analyzed or asked for an ID match. But does the expansion of clean room services – and the growing need for interoperability – lose purpose?

Not only are there many clean rooms in general, but the proposed clean house technology is somewhat invisible from the walled gardens. They only analyze their own media. Google Google, Amazon Amazon, Facebook Facebook – you get the picture.

Retailers and even brands create their own versions, “The biggest problem is that there are 700 clean rooms – it’s not measurable,” said Chris Moore, executive at Publishers Clearing House. Digid.

An explosion of post-cookie identity solutions designed to be data-centric and anonymous only makes matters more complicated.

For the time being, it seems that clean homes will require tedious, one-on-one approaches without continuous analysis across all services.

“Everyone is thinking [clean rooms] It would be a cure, but they would only allow one publisher to see it, “said one agency buyer.

Back against the wall

Publishers have been increasingly turning to payroll strategies in recent years as they shift their priorities to focus on subscription and authenticated, log-in traffic.

But pay-per-view strategies require much more importance, because a blunt pay-per-view method – blocking all readers or providing only one or a few free articles before the need for a credit card – can often block new readers or block distribution.

Quartz, a business news site that was an early supporter of a paywall model, decided to drop its wall in favor of a request for free email sign-in, New York Times Report

Although its subscriber base has grown from 17,680 in 2020 to 25,000 paid members today – not too bad from a percentage-based growth point of view – it cannot maintain a 50- to 100-person newsroom.

Ads still make the most of Quartz’s revenue. Paywall dropping often improves traffic and drives much higher revenue from advertising.

In other Pewal reports, Dow Jones & Co., publisher of The Wall Street Journal, Case News subscription aggregation service Nic.kl, which Dao claims uses 18 separate subscriptions to redistribute login credentials to journal users. This is a strategy that Nic.kl calls “commercial password sharing”.

Marketplace Market

VC firm Andresen Horowitz has released its third anniversary Marketplace Top 100 List, which tracks consumer-oriented marketplace startups.

Since the listing began in 2019, it has largely reflected the fluctuations of consumer behavior during the epidemic.

But it is an educational standard, and the advertising industry should keep an eye on it, because marketplace companies that do not already run the advertising business are obliged to enter this category.

A big trend Andreessen Horowitz points out that marketplaces outperform other marketplaces.

For example, the music catalog platform BandCamp, no. 29 In 2021, it was acquired by Epic Games – which debuted as No. No. 20 this year with an in-game creator marketplace.

Uber IPO 2019, thus “graduating” out of the debate for the startup list. But last year it bought two companies from the top 100: Postmates and Drizzly. Etsy has acquired Depop, a fashion resale marketplace.

InstaCart has an iron grip at the top. It accounts for 71.5% of the total merchandise value of the entire marketplace – although this year it has dropped to 64.2%.

Andreessen Horowitz predicts that “a wave of departure for companies that define digital marketplaces combined with new technologies and an evolving business model has created opportunities for the next group of marketplace giants.”

But wait, there’s more!

Listen: Unpacking Google Advertising IDs and Privacy Sandbox Degradation for Android. [Mobile Dev Memo]

Elon Musk jumped on Twitter with a $ 43 billion cash offer. [Reuters]

… But the Twitter board is not interested. [The Verge]

SnowPlow joins the Snowflake Partner Program. Brother. [release]

New data from Adjust shows record in-app revenue for fintech, ecommerce and gaming. [release]

Digital consultancy startup Backbone has raised 14 14 million in seed funding. [TechCrunch]

Alexa devices now support TuneIn premium radio streaming. [Engadget]

You got hired!

Brandtech Group has appointed Lynse Loy as Chief Growth Officer. [release]

Aki Technologies has led Katherine Herb in senior sales at a new auto division. [release]

Vevo has hired Univision Veterinarian Greg Osborne as West Coast ad sales VP. [NextTV]

Former Jellyfish executive Kevin Boerger has joined Incubeta as US CEO. [release]

Land O’Leaks is feeding its personalization program with a CDP and more smart

About three years ago, dairy and food manufacturer Land O’Leaks tested a Consumer Data Platform (CDP) to assist in site optimization.

People who have visited horse management pages, for example, or how to set up a home chicken coop, were targeted with relevant ads. Land O’Leaks sells farm feeds and equipment, not just the products you see in supermarkets.

“Surprisingly, site conversions have jumped,” said Steve Rudd, Land O’Leaks’ personalization and analytics manager, and the company has decided to take a closer look at the CDP market.

Rudd, whose work focuses on business intelligence rather than ad analytics, joined Land O’Leaks the day it settled into latex as its CDP. “It was not a coincidence,” he said.

Now, with a few success stories under its belt, the brand is gathering more data from its business areas into the personalization program. Rudd’s team, for example, has recently merged with the email team, further aligning its corporate functions with marketing.

The move will help Land O’Leaks do more with its data.

Many executives at companies with first-party data access do not fully realize the usefulness of the data they are sitting on, Rudd said. One, because they do not have the instinct of a marketer, but because the data is only useful when combined.

Land O’Data

There is a challenge though: the advertising industry doesn’t usually define first-party data for food and beverage brands. This means they don’t run well-trafficked sites or apps and they don’t collect purchase data. But many still have valuable data sets.

Liquor company Beam Santori, which owns makers Mark, Jim Beam and many other alcohol brands, for example, has begun incorporating distillery visitor data into its digital media data – and it appears that this has created a very valuable potential retargeting and appearance-like seed audience. Yes, Jessica Spence, president of the Beam Santori brand, spoke at an ad exchanger conference earlier this year.

Berry brand Driscoll, meanwhile, has included data from its “cold chain” in its online advertising with good results. “Cold chain” is a term used in the perishable food industry to describe what happens once a product like raspberry is torn off … and the ticking of the clock ticks towards freshness. There is no point in advertising expensive berries if they are distributed warm and coarse.

Purina Feed distributor for Land O’Leaks, horses, cattle, poultry and other farm animals, first-party data collection begins with sign-ups for its own site and farm animal ownership newsletters. (Nestl পুর Purina manages the dog and cat food brands you’ve seen in stores, but Land O’Leaks has a feed business).

During the epidemic, there was a spike in setting up poultry farms in people’s homes as part of what you might call “hobby farms.”

“We started to build some audience around the visitors that came: they had other behavioral characteristics, what they were doing on the website,” he said. “A lot of people were new to us and it was a great opportunity to reveal more brands than just the content of our flock.”

Wait, FLOC? Hold your horse.

“A very different kind of sail,” Rudd said.

Considering the time was one way Land O’Leaks was able to back up more data in his newsletter strategy. After 15 to 18 weeks, the chicks are converted into adult food. Home farms, including dairy cows, also have deadlines for product and milk replacement.

Through an integrated first-party data set woven into its personalization program, Land O’Leaks has been able to retain more “hobby farm” subscribers and increase their overall number, partly due to improved cadence of people who subscribe to their newsletters or buy animal feed on the site. Educational resources for those who log in.

Another benefit is knowing when not to sell. “One of the great benefits to me of knowing our audience is that we can isolate them and stop telling them to convert,” Rudd said. Instead of constantly pushing the sales message, the marketing team may step back to consider its next step.

Land O’Leaks is now testing many of his estimates about the seasonal sales cycle, Rudd said. The company saw sales spikes in farm animal electrolyte products that it expected to be tied to drought conditions. But it turns out that is not the case. When the farmers themselves are thirsty, they give more animals to the animals.

“So now we’re going through a process to align distribution centers with potential spikes in demand,” Rudd said.

First party stack

Land O’Leaks’ first-party data sets contain two different types of customer data: aggregated and personal.

Includes reporting data from integrated audience wall garden platforms. FLoCs (at this time advertising technology FLOC) cannot be linked to a CRM profile or allow customers to retrieve online. Retailers carrying Land O’Leaks food brands (human food brands) provide similar data that is useful for analysis, but cannot be enabled in a programmatic or social media campaign, Rudd says.

Land O’Lakes works as a CRM cloud with Salesforce, partnering with Adobe Analytics and Snowflake to measure advertising.

CDP Litix serves as a personalization engine for other sets of Land O’Lax data: the kind that can be attached to a person (hence the focus on email sign-ups).

When Land O’Leaks has first-party data to anchor a profile, the information can be spread beyond the CRM function, which initially tracks purchases over time, says James McDermott, CEO and co-founder of Litix. CDP data is more behavioral and matches viewers encrypted elsewhere, so it can bridge with anonymous viewers, he said.

Land O’Leaks, for example, adds data based on customer engagement, such as whether they’ve bought maple-scented or pumpkin-scented products in the past, or whether they’ve searched for ham recipes. It’s not CRM data, McDermott said, but expanded profile information can be useful for alerting people about ad personalization, customer service or sales of certain products.

The key is to help brands do more with the data they have.

“It often starts as a process where the business turns profiles into smart audiences that can be used for a variety of purposes,” McDermott said.

Interfel Fresh Fruit & Vegetable Film Advertisement By LGM & co: Jamais Troop

“Never too much … fresh fruits and vegetables”.

Interfel, an inter-professional organization for fresh fruits and vegetables, is launching a communication campaign today to unveil its new slogan: “Never too much … fresh fruits and vegetables”. It will be used in all group media, and will be brought to life by promoting a variety of fresh fruits and vegetables through a film and a major media promotion, which also reflects our society.

Interfel’s new campaign, inspired by the LGM & co agency, has a relaxed tone, with a generous signature “never too much”, representing fruits and vegetables as a symbol of diversity and boundless joy. With their unique variety, fresh fruits and vegetables are the natural star products of our time, and they can be enjoyed by everyone regardless of taste, preference or diet. There is no need to worry about eating too many fresh fruits and vegetables and there is no limit to their deliciousness. Never too much.

Directed by Charlotte Abramo, the 30-second clip is a journey into a colorful world of diversity and change, with ‘Never Too Much’, and is set in the 1981 hit ‘Just Can’t Get Enough’ in Depeche Mode. He plays with the similarities between the taste and appearance of colorful characters: fruits and vegetables are never too hairy, never too round, never too ripe, etc., with a feeling of insignificance and enjoyment that contrasts with the tone of most dietary recommendations.

Experimental Advertising by State Street Global Advisors McCann Worldgroup: Liquidity

The liquidity table of State Street Global Advisors is being presented.

No matter what you enter, make sure you get out.

State Street Global Advisors is presenting this challenge to financial advisers who are constantly searching for liquidity in a volatile, competitive market. It’s also the idea behind Liquidity Maze, the company’s immersive, panoramic engaging VR experience and its highly liquid DIA fund exchange: an ETF experience, the industry’s first major conference in two years, April 11-14 in Miami.

The liquidity maze gamifies the search for liquidity and challenges our viewers to get inside as quickly as possible. When players get stuck, global advisors on the state streets have to help through a blue liquidity orb that shows them the way.

The experience consists of 5 unique levels that end in the Liquidity Room, where players gain liquidity and are given their final time. A leaderboard at our booth places the top 10 players in the 2,000-person conference and donates $ 30,000 pledged to the State Street charity for the three-day event.

Located in a smooth booth with a turbulent, liquid-like side, the maze is designed to stand out and let visitors know that State Street Global Advisors and its DIA fund are there to help them find the liquidity they’re looking for.

CTV has come to a (data) fork in the road. What next?

On TV and videoA column that explores opportunities and challenges in advanced TV and video.

By today’s column Pier 39 CEO Mario Diz.

One of the brightest places in the landscape of CTV advertising. Like all emerging media, advertisers are eager to follow customers wherever they go. And since CTV combines the time-tested value of TV engagement with the precision of digital shopping and targeting, marketers salivate for much more: more inventory, more data, more possibilities.

But the big question is: how willing is the ecosystem to deliver what advertisers want?

Currently advertisers buy CTV in two ways. But CTV is fighting over where to invest, especially as new advertisers enter the sector and investment accelerates.

Will CTV’s future lead to integrated linear direct shopping or digitally driven programmatic practices where data-infused optimization and transparency requirements are evolving? Or will there be some combination of both?

Old-fashioned route

Usually, whenever an industry comes to the road fork, there is an urge to stick to the status quo. At the moment, CTV is a seller’s market. Advertisers are shouting to get in front of consumers who can no longer be reached through traditional linear TVs. They are willing to use strategies that mimic their linear campaigns wherever possible.

To do this, many people are buying CTV commercials in the same way that they would buy commercials for linear TV. They are spending bulk through traditional IOs, either directly through the OTT platform or through media deals managed by an agency. This approach comes with a lot of control – and the level of reporting that advertisers want. In a competitive market, buying directly guarantees that the ads will be clear, giving advertisers the impression of their choice.

But with the confidence of reporting and clearance, there is a downside for advertisers: modern strategies like optimization never work. If a section of a particular program or content drives performance, advertisers have limited options to change and optimize their spending.

Direct, but make it programmatic

Part of CTV’s popularity is that it combines TV and digital targeting capabilities. It is natural that ad buyers will want to maintain a sense of security with premium content as well as use traditional audience targeting. This is the advantage of the private marketplace, which allows direct purchase on specific CTV platforms that are programmatically distributed to the target audience.

This approach brings advertisers one step closer to the real potential of CTV, but still limits transparency, control, and modern optimization strategies. Advertisers can make purchases from premium providers, but the question arises when the reporting comes out.

What kind of programming was there with my ad? Was it new programming or old content? Was it comedy, drama or live sports? Did one type of programming get more results than another?

Both are the best in the world

To this day, a certain level of control and transparency is missing from outside direct transactions, so advertisers have little confidence in buying in this way. But if advertisers finally get the insights they need, they can use modern digital media techniques to find the audience they are accustomed to. Indeed, the future may be some combination of linear and programmatic strategies, as this will allow for performance, optimization, transparency, and confidence in programming.

If CTV is the future, advertisers need modern data and insights, instead of relying on the same level of reporting used in the last half-century of TV advertising.

The CTV train will keep humming, don’t get me wrong. But the complaints and rumors will grow louder, which will lead to conflict over the way to buy CTV in the future.

Publishers will protect their investments, and some will not market their inventory. This is the same battle that has taken place on digital displays with ad networks and history itself is bound to repeat itself.

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The Takeaways on Crazy Tech Rate; About Facebook Platform Fee-Face?

Here’s today’s AdExchanger.com news round-up … Want it by email? Register Here.

Take Rate Takeaways

Fees collected by intermediaries in the advertising supply chain vary widely, according to new research from consulting firm Athletics. One extreme, they can leave publishers to collect as much as 2% of buyer’s bid value, Morning Brew Report

But how instructive is the information?

According to analytics, SSPs and DSPs collect, on average, 35% of programmatic costs. Of the four ad impressions, 46% spent on ads for a DSP, SSP or both.

Research has also shown that SSPs charge lower fees for advertising on Clickbet sites than on publishers’ advertising lists, including “night but high-quality visitors” (aka real news sites). This is of concern to brands that optimize for low-fee delivery, as this search means they will end up advertising on inferior sites.

Although the study provides some food for thought, it is doubtful how much insight can be gleaned from blindly assessing the average acceptance rate across different campaigns and formats. CTV and video capture rates are lower, for example, where CPM is higher. Expensive data can be applied to cheap media – creating dramatic acceptance rate disparities for low-quality inventory that would not happen in the case of a big-name news publisher who earns his savings.

A fee for you, not for me

Companies like Microsoft and Meta are the most likely to deny high-end app stores and mobile operating systems.

But will they be less usurious?

No indication of early return. Just look at the metavers and gaming platforms they support, Casey Newton wrote in his newsletter, Platform.

A year ago, Facebook told Newton that it would not initially take a commission on the manufacturer’s revenue by underscoring Apple’s 30% burden. Zuckerberg himself promised that when Facebook pays the institute fees, they will be less.

But on the Meta Oculus platform the developer is taking a commission on the income – and that’s 25%.

Facebook insists that journalists refer to it as “meta,” but that the old promises only apply to Facebook, shattering their own promises, not the rest of the business. Facebook’s 25% cut is hardly a power differentiator from Apple.

Tim Cook Screaming and crying Against “surveillance ads” during his IAPP keynote in Washington, DC this week. But Apple is arguably one of the most aggressive surveillance advertisers in the world – the only cross-app tracker for iPhone owners worldwide – Apple itself did not request consent for tracking until months after ATT’s release, when hypocrisy did not last.

Similarly, Apple’s vocal opponents don’t really hate heavy fees – they just don’t collect.

Can I talk to the owner? Manager?

To make it easier for buyers to understand a site’s parent company or ad management firm, IAB Tech Lab has released an update to the ads.txt specification, including two new publisher classification values: “onerdomain” and “managerdomain.”

The “owner domain” tag will make it easier for publishers to signal to buyers if they own multiple publishers or sites. Sometimes a publisher may lose demand because the buyer relies on ads.txt and cannot recognize multiple sites under one company. Neil Richter, chairman of the IAB Tech Lab Board, said “publicly connecting these points closes a potential gap that allows for misrepresentation.” Statement.

“ManagerDomain” can be used to designate a supply-side vendor as the exclusive or preferred vendor on that list.

“This new addition to ads.txt will help level the supply path optimization (SPO) playing field for small to medium publishers,” according to Tech Lab. Advertisers are looking for the simplest supply-chain route to inventory sources Publishers who work with many SSP and ads.txt authorized vendors want to point out their initial monetization engine to advertisers and help them understand a complex ads.txt file.

But wait, there’s more!

YouTube is launching a new search insights tool [Search Engine Land]

A question and answer session with Paul Negaten, the new CMO of Outbrain. [MediaPost]

Amazon has renamed its free streaming TV service, Amazon Freevee from IMDb TV. [CNBC]

Gradually but surely, the French publishing group Figaro’s diversification efforts gained traction. [Digiday]

You’re hired!

Publica has hired Twitter sales vet Shawn Galigan as CRO. [release]

FTC’s Lina Khan and Noah Phillips discuss data privacy issues

Democrat-appointed FTC Commissioner Lina Khan and Republican FTC Commissioner Noah Phillips both spoke at the International Association of Privacy Professionals’ (IAPP) Global Privacy Summit as the FTC stalled on its tiebreaker appointment.

Many problems, including two Republicans and two Democrats, face a 2-2 stalemate – especially when it comes to data privacy, and some, including FTC Commissioner Lina Khan, refer to it as a “surveillance ad”.

Last month, Senate Democrat Alvaro Bedoa, a Georgetown privacy attorney and consumer privacy advocate, advanced nominations. Commissioner Noah Phillips, a Republican, welcomed the nomination, hoping to end the checkmate that has slowed the agency and slowed its implementation.

“Historically, the FTC has not always had mobility [one of] Consensus, ”Phillips said. The idea is to get things done, even if it should be done silently. A general agreement is ideal for consumer protection, but “only we can make policy changes [pass] With a 3-2, “he said,” but how much and how often, we don’t know. “

“I hope the new majority will not behave like the old majority,” Phillips added, referring to former Democratic commissioner Rohit Chopra, who left the agency in October. A recent opinion piece with Republican Commissioner Christine Wilson, along with Phillips, paints a picture of dead-end resentment, not bilateral cooperation.

Nevertheless, the new leadership will not solve the old problem. The current commissioners are still at a standstill on “surveillance advertising”, including what the FTC should or should not do about online privacy.

Surveillance ads have two opinions

FTC Commissioner and Chair Lina Khan warned of the dangers of “commercial surveillance” during her keynote address on Monday.

“Digital technology allows [for] Data collection at a hyper-granular level, “he said.” And more and more we rely on digital tools. [daily] Work, [more] Large scope of data collection, [from] Keystroke usage and browser history in location and health records.

In addition to sounding the alarm about online data collection, Khan also spoke of unscrupulous business practices related to social media and targeted advertising.

“Across the domain, companies can analyze stunningly detailed user profiles for targeting [ads] Striking with precision, ”he said. “The general lack of legal limits has resulted in a growing economy of data buying and selling – this has led companies to create a wide range of tools to monitor users across devices.”

Against the general argument that digital technology provides free services in exchange for data, he said: “Firms may provide free services, but they [choose to] Make money by vacuuming data. “

A business running for free is certainly not an oxymoron – an international social platform for Facebook and TikTok users from the purest of their hearts – but there is a limit to the appropriate data collection. It’s a matter of where to draw the line.

Khan made a formidable case. But Commissioner Noah Phillips strongly disagrees with the “narrative” of surveillance advertisements, which he says Commissioner Khan and Rebecca Slater have been “pressuring for years.”

The term “surveillance advertising” is a blanket term that refers to individuals using the company’s personal data to target advertising. But Phillips further stressed that market power does not determine a company’s potential for fraudulent or unfair practices.

“Bad actors aren’t just big people – they can be little boys,” Phillips said. “We do [work with] In some cases, large companies with monopoly power are involved… but in many cases, smaller companies are involved, and some of the worst of the losses they cause are, ”he said, citing spyware, ransomware and stock apps.

By using the term “surveillance”, he argues, “surveillance” restores the objectivity of data use and misuse problems by instilling fear of non-harmful practices.

“It sounds like J. Edgar Hoover and Quintelpro,” he said, referring to the FBI’s work in the 1950s where Hoover instructed agents to spy on, reveal and disrespect the Black Panthers.

The next step

Although the FTC has historically operated under the 1975 Magnuson-Moss Warranty Act, which protects consumers from “unfair and fraudulent” practices, the digital world operates by different – and much more – complex rules.

Commissioner Khan thinks the FTC can and should do much more.

“The FTC is responsible for ensuring that our legal tools and procedures keep pace with business practices,” Khan said.

It is understandable, but Commissioner Phillips warns of patience.

“There’s a broad attitude that the more rules we make, the better society will be,” he said, “and I don’t think that’s right.”

In particular, Phillips is concerned that the FTC is entering the legislature.

The point is, when it comes to pushing for legislation, “Congress should [that]We don’t, “Phillips said.