Right here’s in the present day’s AdExchanger.com information round-up… Need it by electronic mail? Enroll right here.
Whoever Attributes, Wins
When folks check with the management that Apple and Google exert over the cell ecosystem, they often deal with onerous app retailer charges.
Which, okay, honest sufficient.
However “there’s a looming, extra delicate, and far more esoteric type of management to be thought of: promoting attribution,” writes Eric Seufert at Cell Dev Memo.
Apple and Google are manifesting their monopoly energy by creating advert attribution techniques that, unsurprisingly, profit them most.
Sure, Apple and Google are making constructive privateness enhancements, Seufert writes. Each are cracking down on cell identifiers for promoting (which he likens to hydrocarbons).
“However whereas the privateness protections applied by Apple and Google are, unambiguously, constructive developments, they introduce wholly separate considerations which can be worthy of consideration,” he argues.
For example, Apple and Google every have their very own first-party advert techniques. Apple has App Retailer search campaigns, whereas Google has YouTube, Gmail, Search and Google Play. These techniques don’t use the identical attribution framework that Apple and Google have foisted on third-party suppliers.
In essence, Apple and Google are sidestepping their very own insurance policies.
Don’t Name It A Cutback
Stagwell, which payments itself as a challenger company holding firm, echoed IPG and WPP in attributing this yr’s sharp income declines to a tricky macroeconomic surroundings.
Weak spot within the tech, banking, auto and leisure sectors damage Stagwell’s Q3 web revenues, which declined by nearly 4%, CEO Mark Penn instructed traders on Thursday. For the remainder of 2023, Stagwell expects an natural web income decline of roughly 4%.
And so Stagwell is in retrenchment mode.
On Halloween, Stagwell divested prescription drug advertising and marketing company ConcentricLife and bought it to Accenture for $245 million. The holdco additionally decreased headcount by 7% this yr.
“We’ll proceed to observe our staffing ranges to make sure a robust end to ’23,” stated CFO Frank Lanuto.
However Stagwell continues to be investing in acquisitions and AI instruments for its advertising and marketing cloud enterprise. It introduced the acquisition of social content material manufacturing company Movers+Shakers on the identical day as earnings. The deal is Stagwell’s fourth creative-strategy-related acquisition this yr.
Sizzling For Hulu
Disney intends to amass Comcast’s one-third stake in Hulu.
The Mouse Home expects to pay $8.6 billion for its share of the streaming platform, Bloomberg studies, which represents roughly 31% of the $27.5 billion valuation of Hulu that Disney and Comcast beforehand agreed on.
Hulu could be very worthwhile to Disney’s present streaming technique. For one, Hulu’s programmatic stack is the unified platform for Disney+ advertisements. (Hulu has been streaming advertisements since 2007, whereas Disney+ is just one yr in.) Hulu additionally brings extra reside programming to Disney’s streaming slate at a time when Disney is reportedly attempting to dump a few of its linear networks. (Taking a look at you, ABC.)
However Comcast isn’t impressed.
“[Hulu] is far more worthwhile in the present day than it was then,” Comcast CEO Brian Roberts stated throughout a Goldman Sachs convention in September, referring to the earlier $27.5 billion valuation.
However Wait, There’s Extra!
MediaRadar acquires Vivvix, Kantar Group’s North American promoting intelligence enterprise. [Axios]
Google tweaks its AdSense take fee and shifts to paying publishers on a per-impression foundation. [blog]
How an SMB legislation agency constructed nearly fully on Twitter and LinkedIn landed greater than 270 purchasers. [Insider]
Fb will let creators check totally different variations of Reels. [The Verge]
Amazon boosted junk advertisements and deleted messages to keep away from a probe, in keeping with the FTC. [Bloomberg]
“Immediate injection” isn’t an issue but, however chatbots are susceptible to hackers and trolls. [WaPo]
