Month: July 2023

Among the many dark developments of the Covid-19 health emergency were those YouTube videos of what’s come to be known as organized retail theft. Odds are you’ve seen at least one. A man strolls into a San Francisco Walgreens, fills a large trash bag with stuff, then rides out the front door on a bicycle….

Publishers who have strong first-party relationships with loyal user bases are at an advantage – and the homepage is where that relationship thrives. 

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Point Of No Return Amazon set the bar with its liberal refund policy – it’s quick to

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Late last year, Instagram was paying media companies to post Reels. But a lot can change in a year as the Meta-owned platform has recently announced that it is expanding and enhancing ads on Reels. It seems what was once a controversial answer to TikTok’s popularity has gained enough steam to be a viable ad solution and drive performance.

At the Cannes Lions International Festival of Creativity this month, Meta announced an expansion of ads on Reels, “evolving our payout model based on the performance of creators’ public Reels, not the earnings of ads on their reels,” according to a Meta blog post. (This comes after Meta stopped offering Reels bonuses to creators on Facebook and Instagram.) The social media mammoth is also bringing app promotion ads, formerly known as app install ads, to Facebook and Instagram Reels as well as testing music optimization in Facebook Reels.

“Reels has been a juggernaut for us,” said Alvin Bowles, vp of global business group for the Americas (U.S. & LATAM) at Meta. “While organically, individuals are leveraging it, we’re actually really focusing now on the monetization aspect of this.”

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This week’s Future of TV Briefing recaps the first half of 2023 for the TV, streaming and digital video industry.

• Mid-year review
• The upfront scatter effect, the YouTube ad delivery fallout and more

Mid-year review

2023 started off with a bit of a bang — Netflix founder Reed Hastings stepping down as co-CEO — but a whimpered along ever since. It’s as if the story of the TV, streaming and digital video business has entered the “dark night of the soul” beat (but with no writers around to advance the plot).

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Magic Spoon, a cereal brand, is adjusting its social media mix to engage younger customers, millennials and Gen Z, who are looking for a healthier cereal alternative.

Magic Spoon is having non-influencers who saw the product on Instagram and reached out to them directly, try out the product and let them spread the word about it instead of paying influencers to promote the product for them. Before, they would giveaway boxes to anyone who requested them. Now, the brand screens the consumer’s profile and interests before doing this.

The organic approach has let the brand embrace that there is not a one-size-fits-all approach to target a particular demographic, said Magic Spoon’s senior social and community manager, Sarah Bourlakas.

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Traffic shaping has been used within the ad tech industry for a while, particularly by supply-side platforms (SSPs) and demand-side platforms (DSPs) filtering out available programmatic ad inventory that isn’t quite up to snuff before passing them along to media buyers and advertisers. 

Recently, however, a few publishers have started taking traffic shaping into their own hands for a variety of reasons, but with the ultimate goal of only putting their most premium ad inventory up for sale. 

“If we are sending texts that don’t get answered up to the buy side, we need to curb that behavior… so that we can be better partners to those working to represent our inventory for us. Ultimately, if I send more bid requests to an SSP partner that can be won, I become a more profitable publisher partner to my SSP because they no longer have to filter out as many unwitting or unsellable requests from me,” said Justin Wohl, CRO of Salon.com, TVTropes.org and Snopes.com. 

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Summer’s here, but July could bring extra clouds for marketers.

This month, Apple and Google are both expected to introduce new privacy changes when they debut new versions of their platforms. With iOS 17 — which expands to public beta in July before the official launch in September — Apple will start automatically removing link trackers from URLs sent via Message and Mail as well as from links in Safari Private Browsing. Meanwhile, Google is moving forward with its own privacy changes by rolling out new APIs to Chrome and kicking off an 18-month roadmap for Privacy Sandbox.

By having Safari 17 block “known trackers and fingerprinting,” Apple will boost user privacy protections and make it more difficult to identify individual users. However, some marketers say removing URL parameters could make campaign analytics less reliable. Some of the “unintended impact” changes could include URL trackers related to ad measurement, embedded media, social widgets, fraud prevention, bot detection, audience measurement and funding websites that rely on targeted or personalized ads.

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The industry was left reeling as news of MediaMath’s imminent bankruptcy sank in at the end of last week. 

PubMatic took immediate action, swiftly suspending bids from the struggling ad tech vendor mere hours after the bankruptcy announcement on Friday, June 30. 

Publishers, who rely on PubMatic’s services, were promptly notified of the impending impact on their revenue. In an email to those customers, PubMatic attempted to assure them that it would collaborate with MediaMath in the next 30 days to determine the exact amount owed.

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Tech talent left in U.S. immigration limbo is being lured to my home and native land.