Less BS, More Facts, Some Opinions
Web links that use the Google link shortener will soon no longer work. Plus: Outbrain is in advanced talks to acquire or merge with Teads.
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The timeline on which Google will officially kill the third-party cookie is anyone’s guess at this point. According to a Digiday+ Research survey conducted in the second quarter, marketers’ guesses look very different from publishers’.
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Consent management platforms at Immediate aren’t just about ticking boxes for data laws. They’re the compass steering strategic partnerships: helping decide who stays and who gets the boot among ad tech partners dropping cookies on their site.
And quite a few were doing just that, said Mario Lamaa, director of revenue operations at Immediate. Armed with this insight, he and his team confronted these partners about their data practices. Those unable to justify their actions were swiftly cut loose, Lamaa added. This started in 2023.
“At the start of the year [2023] we had close to 900 partners and by the end of it we had around 150, said Lamaa.
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The Guardian is accelerating toward being a reader-supported business instead of a traditional ad business with the launch of its new globally available cooking and recipe app, Feast.
“We’re in a transition of our revenue model,” said Liz Wynn, chief supporter officer at Guardian News and Media. “We’re becoming increasingly direct reader-funded. And the Feast app is another element that’s helping to accelerate our reader revenue strategy.”
Feast, which is curated by the publisher’s food editorial team that’s headed up by Tim Lusher (head of food), was initially released as a beta test in January, followed by iOS and Android versions which launched in April and June, respectively. Now it’s available worldwide.
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A quick look at the state of video viewing in the U.S. shows that streaming continues to be the place that’s attracting more viewers week after week. In June, for example, streamers attracted more than 40% of the viewing audience.
And yet, as the $20 billion-plus upfront marketplace continues to get negotiated, streamers continue to face a brick wall of resistance from media buyers and chief investment officers over their pricing requests. At the same time, ad-sales stalwart Peter Naylor, the well-regarded vp of global ad sales at Netflix — arguably the most powerful of all streaming services — will be departing the company, in a move that surprised many but not all of the media agency community.
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