The ad tech industry moves fast. To help busy marketing leaders keep pace, we’ve summarized the top eye-catching headlines of the moment. Read on to scan over – or pore over — the topics that most interest you:
Ad Tech Industry News
Google is in hot water again with The European Union and must pay a hefty price: a $1.7 billion antitrust fine for abusing its power in online search advertising over the past 10 years. This fine marks the third in a series of billion-dollar penalties totaling $9.3 billion that Europe has hit Google with since 2017 for hindering competition.
The Association of National Advertisers (ANA) has launched a new “Trust Consortium” to help set industry best practices and standards around the digital media industry’s hot topics, such as brand safety, fraud rates and transparency.
This recently released Nielsen Total Audience Report found overall total media usage among U.S. adults has stayed the same year over year at 10-and-a-half hours per day. Yet, where they are spending these hours is changing: Data shows internet-connected devices and smartphone web browsing and apps are gradually replacing time spent with other sources.
Over the next two weeks, LinkedIn will roll out three features – new look-alike audiences, Bing search data interest targeting, and 20 predefined B2B audience-targeting profiles – to help advertisers save time setting up ad campaigns and better reach their audiences more efficiently and effectively.
Pinterest is great for helping users visualize their dream vacation. And Airbnb can help turn those dreams into reality. So, it’s understandable these brands would be a great fit. With “nature travel” and other similar terms being top 2019 searches on these sites, it’s no surprise Pinterest and Airbnb have partnered to co-produce a spring and summer travel guide – to advise readers where to go and where to stay.
Shop ‘til you drop? Not anymore with Instagram’s new checkout feature. Now, users only have to lift a finger to make a purchase in a few clicks, all from inside the Instagram app.
TV & Video
Linear TV viewership is shrinking, yet costs are rising (due to less supply but the same demand). Heading into this year’s upfronts, ad buyers are hoping to buy smarter to make good deals with both traditional TV networks and digital video platforms, such as Facebook and Amazon, so they can find those hard-to-reach audiences difficult to pinpoint with linear TV alone, while keeping costs down.
Advertisers have a growing interest in addressable TV inventory. As a result, YouTube has decided to break out its YouTube TV inventory from the rest of its offerings during upfronts. Though advertisers will still need to sign Google Preferred deals to access YouTube TV, they will be able to manage their YouTube TV campaigns separately from their Google Preferred campaigns, allowing them more flexibility and better targeting capabilities.
Mergers & Acquisitions
Disney has acquired one of the “Big Six” major studios, 21st Century Fox and now owns Fox film and TV studios, FX Networks, National Geographic, and Star India as well as a greater stake in Hulu. This turns Disney into an even larger global entertainment giant, giving them more control over what TV shows and movies are produced and how they’re distributed, and, if analysts are correct, could help Disney take up to 40% of the U.S. box office.
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