Google changes policy on abortion advertising

Google | May 21, 2019

Google will require advertisers who wish to run ads about abortion to apply for approval first, according to a change in the company's policy. Advertisers in the UK, US and Ireland will need to declare whether they do or do not provide abortions. That information will be displayed in Google search results. According to the policy, the changes will help users "decide which abortion-related ads are relevant to them". The policy change follows a report in the Guardian that found the tech giant had provided tens of thousands of dollars in free advertising to an anti-abortion group, whose ads suggest that it performs the procedure at its clinics. According to the report, the Obria Group's clinics do not provide abortions or referrals for abortions, and seek to deter women from seeking these services. Marge Berer, coordinator for the International Campaign for Women's Right to Safe Abortion, said that identifying clinics that do not provide abortion services is "extremely important".

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According to eMarketer, the overall U.S. programmatic display ad market will grow 44.2% to $25.23 billion from $17.50 billion in 2016. Publishers are looking for a way to attract even more brand advertisers that are still spending more than 80% of their budgets on traditional media.

Spotlight

According to eMarketer, the overall U.S. programmatic display ad market will grow 44.2% to $25.23 billion from $17.50 billion in 2016. Publishers are looking for a way to attract even more brand advertisers that are still spending more than 80% of their budgets on traditional media.

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NBC's TODAY Joins the Ad Council for New Public Service Ad Empowering Girls in STEM

Ad Council | February 14, 2022

This Sunday before the start of Super Bowl LVI, NBC's TODAY will debut a new television public service ad (PSA) featuring the show's anchors to encourage girls throughout the country to pursue their interests in STEM—science, technology, engineering and math. The spot, a part of the national She Can STEM campaign, was created by ad agency Deloitte Digital in collaboration with the Ad Council, a non-profit and leading producer of social impact campaigns for 80 years, and IF/THEN, an initiative of Lyda Hill Philanthropies. The PSA features TODAY anchors Savannah Guthrie, Hoda Kotb, Al Roker, Craig Melvin and Carson Daly. In an on-set daydream of Guthrie's, the spot humorously envisions the anchors as students in a 1970s classroom talking about what they hope to be when they grow up. In the dream, modern STEM careers are possible and female classmates name cool careers from today that you can pursue through an interest in STEM. The PSA also features STEM role models Tiffany Kelly, Mitu Khandaker, and Karina Popovich who are part of the AAAS IF/THEN Ambassadors Program to encourage more young women to explore careers in STEM. The PSA ends with "STEM has come a long way. She Can STEM." and directs audiences to SheCanSTEM.com where they can start exploring stories of diverse STEM role models. The new PSA will debut between noon and 3 p.m. ET on NBC during Super Bowl Sunday. NBCUniversal donated airtime for the :30 spot to air two times. Additionally, this morning and on Monday, TODAY will feature the PSA in two segments, including a behind-the-scenes "making of the PSA" segment showing the collaborative effort of the campaign development process with the anchors, and Mitu Khandaker discussing her experience as a STEM role model and the importance of this issue. "So many kids start off with big dreams, dreams that can help our world be more innovative, collaborative and cutting edge, but then they get discouraged along the way. Together with TODAY, Deloitte Digital, IF/THEN and NBCUniversal, we're working to keep those dreams alive," said Lisa Sherman, president and CEO of the Ad Council. "With the She Can STEM campaign we can show girls, non-binary youth, and trans youth that their passion in STEM can become a reality. We are so grateful for this extraordinary collaboration." Women make up half of the total college-educated workforce in the U.S., but they only constitute 27% of the STEM workforce, according to the U.S. Census Bureau. Research shows that many girls lose interest in STEM as early as middle school, and this path continues through high school and college, ultimately leading to an underrepresentation of women in STEM careers. She Can STEM aims to dismantle the intimidating perceived barrier of STEM fields by showing girls, non-binary youth, and trans youth how fun, messy and accessible STEM can be, encouraging them to dive in, no matter where they are in their STEM journey. "We are honored to partner with the Ad Council and shine a spotlight on the impact of empowering girls and diverse individuals in their STEM journey. By combining compassion, creativity and credibility, this mission will be showcased on the biggest stage for millions of people across the country tuning in on Super Bowl Sunday," said Linda Yaccarino, Chairman of Global Advertising and Partnerships at NBCUniversal and current Board Chair of the Ad Council. "NBCUniversal is committed to reflecting diverse voices, representation, and action in our content and work with advertisers to bring that trusted content to our viewers. All over the world, what we share shapes culture, entertains people and informs them of today's most critical topics." Deloitte Digital, working in collaboration with Ad Council and TODAY's team, created and produced the PSA, working with director JJ Adler of Ruckus Films. Deloitte Digital Chief Creative Officer Leslie Sims stated, "When our friends at the Ad Council came to Deloitte Digital with the opportunity to work with the hosts of TODAY for the Super Bowl, we were all in. The assignment, excite girls about STEM and let kids see the fun careers out there, was like winning the lottery. With a week and a half from brief to shoot, we created a spot focused on the real stars—the kids. It's pretty much been a week of nonstop laughing." Deloitte Digital has been actively involved with Ad Council and She Can STEM since 2019, creating award-winning creative to encourage girls to pursue STEM education and careers. Following Sunday's debut of the new PSA, the spot will be distributed to NBCUniversal stations nationwide for future airings throughout 2022. NBCUniversal is also featuring content about the PSA and the importance of STEM for girls on TODAY.com. "STEM is everywhere – whether you have a career in television journalism, video game design, or vaccine research – and we are proud to collaborate with the Ad Council and NBC's TODAY to put a spotlight on women with fun, relatable, and world-changing STEM careers," said Lyda Hill, founder of Lyda Hill Philanthropies and founder, IF/THEN Initiative. "If you're watching television and you see role models who look like you doing groundbreaking work, you begin to believe, `If she can do it, then I can do it.'" Since the launch of She Can STEM in September 2018, the campaign has been supported by a variety of corporate, nonprofit and media partners. The current funder of the campaign is IF/THEN, an initiative of Lyda Hill Philanthropies. Nonprofit partners include Black Girls Code, ChickTech, Girl Scouts of the USA, Girls Inc., Girls Who Code, National Center for Women & Information Technology, The New York Academy of Sciences and Society of Women Engineers. The Ad Council The Ad Council is where creativity and causes converge. The non-profit organization brings together the most creative minds in advertising, media, technology and marketing to address many of the nation's most important causes. The Ad Council has created many of the most iconic campaigns in advertising history. Friends Don't Let Friends Drive Drunk. Smokey Bear. Love Has No Labels. The Ad Council's innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit AdCouncil.org, follow the Ad Council's communities on Facebook and Twitter, and view the creative on YouTube. Deloitte Digital Deloitte Digital helps companies create new growth by elevating the human experience — with connected ideas, technology and talent. Our ambition is to make the best customer-oriented organizations in the world. Alongside all of Deloitte, we foster the connections necessary to shape a better future for our clients, our culture, our society and our planet. NBCUniversal NBCUniversal is one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.

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Tremor International, an Israeli adtech platform, has set terms for a $150 million US IPO

Tremor International | June 15, 2021

Tremor International, which offers a platform that automates digital ad transactions for advertisers and publishers, announced the terms of its initial public offering (IPO) on Monday. The Tel Aviv, Israel-based company, intends to raise $150 million by selling 6.8 million ADSs at the as-converted June 11th closure of its shares on the London AIM market at $22.17 a share (TRMR). Tremor International would have a fully diluted market value of $1.7 billion at the proposed transaction size. Tremor International allows advertisers to target relevant audiences and publishers to optimize the yield on their digital advertising inventory. The firm provides an end-to-end platform that includes three primary offerings: a demand-side platform (DSP) for advertisers, a supply-side platform (SSP) for publishers, and a data management platform (DMP) for both. In addition, the firm offers an omnichannel platform but focuses on video advertisements on all devices and Connected TVs. As of March 31, 2021, Tremor has 900 active clients and 1,450 active publishers. Tremor International was created in 2007 and has sales of $244 million for the fiscal year ending March 31, 2021. It intends to trade on the Nasdaq under the ticker name TRMR. The deal's joint bookrunners are RBC Capital Markets, Stifel, JMP Securities, Needham & Co., and Raymond James. It is expected to price during the week of June 14, 2021.

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Vibenomics and IRI Join Forces to Measure the Direct Sales Impact of Exposure to Audio Out-of-Home Advertising

Vibenomics | December 15, 2020

Vibenomics, an location-based Audio Out-of-Home™ (AOOH) advertising and experience organization, today declares its partnership with IRI®, a worldwide pioneer in imaginative arrangements and administrations for shopper, retail and media organizations. Together, Vibenomics and IRI unite to measure the direct sales effect of presentation to Audio OOH advertising while at the same time offering advertisers exclusive access to SKU-level granularity for both pre-crusade practicality and post-campaign analysis. Being the option to understand return on investment (ROI) from Audio OOH is critical for advertisers and marketers. Without these experiences, marketers and CPG brands are less inclined to settle on educated choices. With this partnership, IRI will scale Vibenomics' estimation capacities and transfer experiences back to media purchasers in a manner that is important and opportune, indicating exact ROI from the Audio OOH arrangement so advertisers and marketers feel confident about how their media dollars are being spent. “At Vibenomics, we work very closely with retail media as we serve as a true partner. Part of that partnership means being able to prove ROI from their investments so they can guarantee they’re allocating their ad spend where it makes the most impact,” said Paul Brenner, CSO at Vibenomics. “Through our exclusive access to point-of-sale data, down to the SKU-level, from our grocery and convenience store customers, along with our partnership with IRI to analyze that data, Vibenomics has the ability to collaborate with advertisers to plan tests appropriately and analyze incremental sales lift and return-on-ad-spend (ROAS).”

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