Facebook Is Now Pitching Advertisers on TV-Style Upfront Buys for Premium Video

Facebook | February 26, 2019

The social-media company unveiled Facebook Showcase, a new premium video-ad program, which execs say will let online video and TV ad buyers lock in advertising  at preset rates and with guaranteed ad impressions  for up to a year in advance. Previously, Facebook was selling video ads only one quarter in advance. Showcase inventory initially is available for campaigns targeting U.S. audiences.

Spotlight

Research from the IAB/PwC shows growth in mobile marketing spend across 2010, in which the market grew 116% to £83 million.

Spotlight

Research from the IAB/PwC shows growth in mobile marketing spend across 2010, in which the market grew 116% to £83 million.

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AD NETWORKS

Meta Calls Out Apple for Anti-Tracking Grievances

Meta, Apple | May 27, 2022

In a memo sent to U.S regulators, Meta called out Apple’s control of the mobile app ecosystem and its advertising restraints. Meta, among many other companies, submitted a response to a request from the National Telecommunications and Information Administration. This request asked for opinions on the competition in the mobile app ecosystem from tech companies and interested parties. Meta’s 19-page memo highlighted grievances with Apple and discussed how tech companies were at war over the future of regulations in Washington. “Despite having some of the most popular apps in the world,” Meta’s letter to the NTIA said, “Meta’s ability to innovate on its products and services and even reach its customers is determined, and in some cases, significantly limited, by the most popular mobile operating systems, such as Apple’s iOS.” Meta has openly opposed Apple ever since it implemented ant-tracking protocols into the mobile app ecosystem. In 2021, Apple’s App Tracking Transparency framework (ATT) created ripples across the mobile ad industry because app developers had to get direct permission from consumers to collect data about their online behavior. Apple implemented these changes to safeguard consumer privacy, but Meta claims that the move was meant to benefit Apple’s business through ad sales and more. Apple has never played a significant role in advertising, but ever since it instituted anti-tracking, it has begun developing its ad tools to serve brands and developers better. “Apple’s ads business has already witnessed ‘explosive growth’ as ATT has hobbled its competitors,” Meta mentioned in its note to the NTIA. “Apple’s ads business has already witnessed ‘explosive growth’ as ATT has hobbled its competitors,” Meta mentioned in its note to the NTIA. In response, an Apple spokesperson said, "Apple believes in vibrant and competitive markets and through the App Store, we’ve helped millions of developers around the world turn their brightest ideas into apps that change the world. Today, third-party apps, including Facebook, Instagram and WhatsApp, are among the most popular apps on the App Store. We have every interest in supporting a robust developer community.” “We believe that a user’s data belongs to them and they should get to decide whether to share their data and with whom,” the spokesperson added. “App Tracking Transparency gives users the choice whether or not they want to allow apps to track them by linking their information with data from third parties for the purpose of advertising, or sharing their information with data brokers. These rules apply equally to all developers, including Apple.” “SKAdNetwork, Apple’s tool for attributing app installations by users who decline to opt in to ‘tracking,’ drastically limits businesses’ access to data they need to measure and optimize the effectiveness of ad campaigns,” Meta wrote. “Among other things, SKAdNetwork does not support ad-creative metrics, provides data on a delayed and highly aggregated basis, and supports only a limited number of ad campaigns. Apple has also made sudden and unannounced changes to SKAdNetwork, rendering it an unreliable basis for ad measurement and optimization,” Meta added in its note. The NTIA is yet to comment on the actions it could take after carefully analyzing the mobile app ecosystem.

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MOBILE ADVERTISING

Warner Bros. Discovery to Slash up to 30% of Ad Sales Team

Warner Bros. Discovery | June 16, 2022

Warner Bros. Discovery (WBD) is set to slash its global sales team by as much as 30% to meet its annual cost-cutting target of $3 billion. According to The Information, it is starting with buyout offers this week for some people working within its U.S. advertising sales force. This development comes after the $43 billion merger of Discovery and AT&T’s WarnerMedia. Based on the information shared by sources with The Information employees get a chance to voluntarily leave the company through the buyouts, The report noted that approximately 1000 people will lose their jobs due to these cost-cutting measures. Natural attrition, layoffs and the buyouts will likely fulfil WBD’s target. A hiring freeze has already been put in place ad sales. Warner Bros Discovery CFO Gunnar Wiedenfels said, “We feel more confident than ever about achieving our $3 billion cost synergy target, and believe there is a much greater opportunity off of the current baseline and that target will ultimately prove conservative.” Warner Bros Discovery CFO Gunnar Wiedenfels said, “We feel more confident than ever about achieving our $3 billion cost synergy target, and believe there is a much greater opportunity off of the current baseline and that target will ultimately prove conservative.” WBD CEO David Zaslav talked about how the company’s ad sales segment presents an opportunity for cuts due to a lot of overlap in roles post-merger. Post-merger, WBD had about 100 million paid direct-to-consumers subscribers across its streaming services, including Discovery+ and HBO Max.

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SOCIAL MEDIA ADVERTISING

Grove Inc. to Serve Ads in Partnership with Benzinga

Grove Inc | May 13, 2022

Grove Inc. (GRVI), a SaaS ad platform, has announced a partnership with publisher Benzinga to offer programmatic ads and email advertising solutions. Grove Inc. has an array of in-house brands and operates in multiple verticals, such as SaaS programmatic ad technology. It is a division solely dedicated to acquiring high-growth e-commerce brands. Additionally, it sells to numerous consumer markets such as the beauty, pet care, botanical, and functional foods sectors. Through Interactive Offers, Grove Inc.’s programmatic ad division, Benzinga can monetize its emails through programmatic ad units. Publishers like Benzinga need reliable partners that have advertisers looking for high-quality leads and traffic. Interactive Offers has a platform that makes it easy for publishers and advertisers to set up accounts to serve and buy new leads quickly. Benzinga is a one-stop hub for actionable information on capital markets with approximately 25 million readers a month. It is one of the largest online platforms that want to empower a new generation of investors. “The contract with Benzinga further establishes our presence as a desirable SaaS ad tech partner, helping us increase revenue while working with an industry leader in the space.” CEO Allan Marshall According to Grove’s management, the partnership is a step in the right direction to create new revenue opportunities for the company to build strong relationships with new advertisers and publishers.

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