Here’s a roundup of today’s AdExchanger.com news:Prefer by email? Sign up here.
not good
The European Data Protection Board has issued an order outlawing Meta’s “Pay or OK” model.
The gist of EDPB’s opinion is that large online platforms like Meta force users to choose between paying to access their apps and agreeing to personalized ads. It is said that it cannot be done. EDP B states that the user needs her third choice. It is a free version of the app with an option to decline data for advertising purposes.
“If you consent to something that more than 90% of users don’t want, you don’t need a lawyer to confirm that it’s not ‘freely given’ consent,” says Plat, a longtime privacy advocate. said Max Schrems, founder and chairman of noyb, a non-profit organization. .
Other digital media publishers, including European news companies, rely on a pay-or-okay model, which EDPB is fine with. That decision applies to a very large platform.
The meta may now have to make the ultimate choice. Would you support a free, ad-based version of the service without personalized ads? Why wouldn’t you if you could benefit from doing so? I don’t want to set a precedent for trying to reproduce it.
Another option is for Meta to pack up in this region.
But Meta doesn’t intend to ignore Europe (at least not yet). So expect substandard versions of Facebook and Instagram to be released in the future for non-personalized ad users.
conquest con
Advertising platforms at scale are all about conquering.
The main walled garden justifies this tactic on the grounds that it works well. Prove that your customers want to see your sponsored products by monetizing purchases of cheaper or different options.
But for grocery stores, it’s a more difficult proposition. Certain branded products are also used as general keywords (kleenex, q-tip, easy mac, etc.). However, if someone is looking for a specific brand of product, that’s probably what he’s looking for. Also, providing direct competitors with the opportunity to poach customers can hurt brand owners in the wrong way. Interestingly, everyone seems to accept this behavior from Amazon, Apple, Google, and Meta.
But that’s the point. Whether a platform embraces conquest ultimately comes down to whether it has the power to do so without worrying about advertiser backlash.
That’s why it’s worth noting that Walmart has recently added and enhanced its conquest tools. Walmart Connect began enabling targeting based on competitor search terms late last year.
According to a report from Ad Age, the new Insights product now provides advertisers with data on whether their competitors are conquering customers or vice versa. Amazon he began disclosing similar insights in 2022. This no doubt hopes to encourage further conquests and branded search defenses.
Ads everywhere, ads everywhere
Roku wants more ad supply.
It is awaiting patenting for technology that will insert ads into nearly any device connected to a Roku-powered TV via an HDMI cable, including game consoles and Apple TV players.
For example, if someone uses a Roku device to stream Apple TV or play an Xbox game, Roku could theoretically insert ads during pauses or breaks. It’s still unclear how ad revenue sharing will work, but this patent signals Roku’s intention to turn everything it touches into an ad supply.
Techdirt reports that Roku quietly applied for a patent over the summer, and “quietly” is the operative word. Viewers don’t like it when TV distribution companies force ads where they don’t want them.
Case in point: In 2015, a bug in Samsung TV caused a muted Pepsi commercial to play repeatedly over movies streamed via Plex. This is a sign that smart TV players are trying to take more control of their inventory in content that they don’t control, behind the TV’s operating system. The Register reports that he owns it.
I don’t think Roku is the only one looking for supply.
But wait, there’s more!
Most marketers today are “data controllers.” They spend over 40% of their time cleaning up data so it can be used for campaigns and analysis. [Forbes]
TikTok Shop is second only to Amazon in terms of customer retention. [Business Insider]
Why video game makers are adopting programmatic advertising. [Ad Age]
Apple’s advertising transparency tools don’t adequately reveal paid influence. [9to5Mac]
Publishers test new TikTok feature that adds links to organic videos. [Digiday]
You have been hired!
SurveyMonkey promotes Priya Gill to global head of marketing. [release]
James Cowan joins Odeeo as US Commercial Lead. [release]
