Right here’s at this time’s AdExchanger.com information round-up… Need it by e mail? Join right here.
Assist Me, Assist Me
Amazon introduced advert platform upgrades at its annual UnBoxed convention, simply forward of quarterly earnings at this time.
Like Google, Amazon is now a content material fortress with its personal cloud, which signifies that when it makes advert tech updates, the result’s sometimes a tighter integration between the totally different choices in its portfolio.
The Amazon DSP, in line with Digiday, touts new options out there throughout the Amazon Advertising Cloud, an advert analytics hub that’s truly a part of AWS. (Google’s Advertisements Information Hub, which homes Google’s advert server knowledge and clear room tech, is equally a Google Cloud unit and never a part of Google Advertisements.)
Then there’s the brand new Amazon Writer Cloud, constructed on the AWS Clear Rooms product, which guarantees media house owners higher marketing campaign outcomes and privateness requirements … however solely once they promote to Amazon DSP consumers.
Think about this quote from a press launch: “We constructed Amazon Writer Cloud to make sure that publishers securely keep management of their first-party alerts with the power to investigate them alongside Amazon Advertisements insights, create custom-made and more practical offers and simply make them out there in Amazon DSP.”
Sounds nice – though it ought to be famous that the quote begins with writer advantages and ends with why the product is essential to Amazon.
Can You See Me?
CTV nonetheless has a viewability drawback.
Roughly 8% to 10% of CTV impressions run when TVs are off, in line with a latest report by iSpot and GroupM. Now, consumers are busy attempting to determine why that is occurring, Adweek studies.
The largest and most blatant culprits are exterior {hardware}, reminiscent of gaming consoles or set-top containers. If viewers flip off solely their TVs, adverts can nonetheless run on these different units. Shopping for fraudulent stock additionally causes impressions to fireplace when a TV is off.
However there are answers.
Advertisers should purchase adverts straight from a programmer for extra transparency into impression-level reporting, one thing consumers desperately need.
However one of the simplest ways to inform if somebody is definitely watching TV or left the room an hour in the past is to easily ask, which is why we’re seeing an uptick in “Are you continue to watching?” prompts.
The IAB Tech Lab just lately added a spec for these prompts to its open measurement SDK, and the sign is at the moment out there for Apple and Android TV units. As soon as it’s extra extensively out there, one purchaser says, it might decrease the chance of unviewable adverts.
The Snap Again
Snapchat’s earnings report wasn’t a blockbuster, but it surely’s value tweezing out a pair particulars to light up broader digital media traits.
For instance, Snapchat+, its $3.99 monthly subscription product, now has greater than 5 million accounts, having added 4 million final quarter – a formidable improve. Nonetheless, the incremental $60 million or so per quarter Snap will get from subscribers remains to be simply 5% of income (based mostly on Eric Seufert’s back-of-the-napkin math at Cell Dev Memo).
Will probably be very arduous for subscription income to grow to be a real pillar alongside promoting.
One other element is that Snapchat is especially weak to the whims of world occasions, which have an effect on model promoting greater than direct response. Most advertisers look to Snapchat as an upper-funnel branding play, not a conversion-and-optimization flywheel like Google, Amazon or Facebookagram.
Additionally of word, Snapchat declined to offer This fall steerage citing promoting volatility following the beginning of the Israel and Hamas conflict. The corporate doubtless prefers to not disclose a quantity it could miss.
However Wait, There’s Extra!
One yr into Elon Musk’s possession, Twitter continues to burn a gap in financial institution stability sheets. [WSJ]
How Google saved Apple’s search ambitions in examine. [The Information]
Apple has raised the worth of Apple TV+ streaming for the second time in a yr. [Variety
Insiders question WPP CEO Mark Read’s bounce-back plan after a chaotic period of mergers, account losses and a stock market slump. [Insider]
Amazon now lets advertisers use generative AI to decorate up their product pictures. [The Verge]
You’re Employed!
Magnite hires Erik Brydges as head of political demand. [LinkedIn]
