AdTech: Week in Review
Week 33 → 14th August - 20th August
Welcome!
So, 2023 marks the 60th Birthday of the iconic Porsche 911, which they have celebrated with the launch of a ‘purist’ special called the 911 S/T - a short-ratio 6-speed manual with a 525hp flat-six.
The amazing thing about this - it has taken inspiration from both Porsche 911 GT3 Touring and the GT3 RS. Created for sheer driving enjoyment, its an ode to the racing version of the 1969 911 S. And it’s limited edition, only 1963 units of this car would be produced as a tribute to the year they launched the first 911.
Pretty cool, isn’t it?
Tweet of the Week!
The Top Three
Covering the biggest happenings of the week ad rem to AdTech
<1> Google Accused Of Tracking Children’s Data
On Thursday, Adalytics released its second report about YouTube this summer, this one alleging that the tech giant is targeting ads to content made for kids.
Adalytics claims that the installation of YouTube’s app creates a persistent identifier that advertisers can use to target ads through the platform’s ad server. So, if a child clicks on an ad in a video, The New York Times reports, that child can be subject to tracking by Google or a third-party site – a huge COPPA no-no.
Of course, Google vehemently denies the allegations. “Personalized advertising has never been allowed for YouTube Kids, [nor for] anyone watching ‘made for kids’ content on YouTube since 2020,” a Google spokesperson told Digiday. “This report is drawing uninformed conclusions based solely on the presence of cookies.”
<2> Amazon extends ads to third-party sites
The company announced that shoppable ads promoting Amazon’s product recommendations will start rolling out on Pinterest, BuzzFeed, Mashable and Lifehacker, as well as sites managed by Hearst Newspapers, Ziff Davis and Raptive. The new ad placements will be sold on a cost-per-click basis, which will send users to Amazon’s site to complete their purchases.
Amazon’s move is the latest example of a Big Tech company using third-party sites for audience extension, such as YouTube’s Google Video Partners program. Third-party inventory will be automatically included in campaigns conducted through Amazon’s ad platform going forward.
<3> AppsFlyer launches Dynamic Query Engine for its data Clean Room
AppsFlyer launched a function within its data clean room that allows marketers to pose their business questions in natural language rather than having to use SQL for data analysis. AppsFlyer’s beta partners include travel booking app Hopper and a handful of other apps across the transportation, gaming, fin tech and food delivery categories.
The Dynamic Query is powered by OpenAI, and bridges the gap between technical complexities and business insight as it eliminates the need for SQL intermediaries, allowing for faster and easier adoption of Data Clean Rooms and its capabilities as a robust business intelligence (BI) tool.
The Usual Suspects: Big Tech
Highlighting the whereabouts of Big Tech with reference to AdTech
Google shares access for Demand Gen’s new features by asking to sign up for Beta. LINK
Sponsored Brands video creatives will now allow video campaigns that select Brand Store as landing page to highlight a product collection in the ad creative. LINK
Microsoft has updated the AIV terms for unverified customers. LINK
New York City bans TikTok for government employees. LINK
Google repays advertisers after report of low-quality ads. LINK
Launches, Partnerships, and IPOs!
Simply put, articles around the innovations, partnerships, and new launches that took place over the last week.
Direct Digital Holdings Partners with FreeWheel’s Beeswax. LINK
Publisher Salon grows revenue after cutting resellers. LINK
California launches digital IDs on iPhone but without Apple Wallet support. LINK
Paramount and Omnicom Media Group (OMG) unveiled a pilot test transacting on VideoAmp using the data activation platform Mediaocean to automate linear TV buys based on something other than traditional demos. LINK
Netflix advertisers commit fewer dollars during upfront, but expect higher delivery. LINK
Paramount and Omnicom testing Nielsen measurement alternatives in buy-side platforms. LINK
Video ad-tech company VDX.tv is offering shoppable video ad units that include product specs, prices updated in real time and availability info across multiple, region-specific retailers. LINK
Phonexa and Anura partner to protect lead generators and affiliate networks from ad fraud. LINK
Sounder, an AI-powered brand safety and contextual intelligence for audio, announced its planned integration with IRIS.TV, a content data platform. This marks the first time Sounder’s technology will be used beyond podcast content, expanding the use case to CTV. LINK
Data intelligence company Caden has announced a $15 million Series A round led by Nava Ventures. LINK
Mergers and Acquisitions
M&A in and around AdTech
InMobi acquired Quantcast’s consent management platform, called Quantcast Choice, a CMP with one of the highest adoption rates across the ad tech ecosystem. LINK
That’s all for today folks! Will be back next week with more curated stories and scoops.