Behind Headlines: 180 Seconds in Ad Tech — Anti-Google, Augments & Ad Growth

3
at
3
minutes
Technical Level
December 10, 2021
Ari Belliu
Marketing Communications Specialist
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This week in Behind Headlines: 180 Seconds in Ad Tech we cover the agreement between Roku and Google for YouTube. Criteo and IPONWEB potentially teaming up to create an “anti-Google machine”. Snapchat is driving social commerce with AR. Ralph Lauren entering the Metaverse. And the ad market is growing beyond expectations.

Hey there! This is Ari at Sharethrough. In this episode I'll be giving you a quick recap of what happened the week of December 6th in ad tech, in 180 seconds. Let’s go!

First up, it seems that YouTube TV and the YouTube app will (once again) be available on Roku devices. Back in April, Google removed YouTube TV from Roku devices after the two companies failed to come to an agreement. Roku claimed that Google was making anti-competitive demands, requesting for preferential treatment and threatening to remove the mainstream YouTube app unless Roku had come to an agreement by December. Well, it’s December now folks, and it seems the dust has settled. The apps will stay, but it’s unclear what the terms of the agreement are. (Source: Axios)

Speaking of Google, Criteo recently entered exclusive negotiations to acquire IPONWEB to create an “anti-Google machine”. IPONWEB is the company behind BidSwitch that supports Real-Time Bidding connectivity. Connecting around 130 demand partners and 150 supply partners, this potential acquisition would help Criteo, a commerce and retail platform who’s core offering is a retargeting solution, step away from their reliance on third-party data, expanding the amount of first-party data available to advertisers, brands and publishers, for the open web to near Google-like levels. Both Criteo and IPONWEB aim to nurture and conserve the open web, which is where people spend nearly 70% of their time, but only receives 37% of ad spend. Will this be the change that makes Google sweat? (Source: Yahoo!Finance, Bloomberg)

Next, Snapchat is using its once gimmicky AR feature that displayed a digital dancing hot dog, to turn retail and commerce into a more experiential event. During the pandemic, Snapchat grew its shoppable formats and its recently-expanded AR feature builds on that by allowing users to virtually try and buy items without leaving the app. In the wake of Apple’s ATT, advertisers are especially welcoming of an ad product like this that they can directly link to trackable sales increases. Now, brands like Walmart, Under Armor, and Coca-Cola are developing strategies for how they can use Snap’s AR for the upcoming holiday season. (Source: Digiday)

Augmented reality isn’t the only reality for commerce brands. Ralph Lauren, the person and the company, created their own winter-themed virtual experience in Roblox. Dubbed the “Ralph Lauren Winter Escape,” the company’s event in the metaverse platform is a way to promote their fashion apparel and brand as digital leaders. Ralph Lauren is able to measure engagement by looking at how long users stay in the event, or how frequently they come back and interact with the products. They’ll also be using traditional metrics like units sold to measure the success of the metaverse campaign. Vans and Gucci were the first to use Roblox as a social commerce platform, while musicians like Ariana Grande and Travis Scott used Fortnite for virtual concerts. (Source: Digiday)  

And last, but certainly not least, the advertising market, accelerated by digital advertising, is growing faster than anyone could’ve predicted. In 2021, the global ad market increased by around 23%, with digital ads accounting for nearly 65% of all revenue. What’s causing this unprecedented increase? Factors like the growing adoption of Connected TV, more sophisticated ad tech platforms, along with ecommerce are the main drivers of growth. Looking forward to 2022, digital ad spend is expected to remain healthy and grow by 14%. But I don’t know… I think we can do even better than that! (Source: Marketing Dive)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Ari at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

This week in Behind Headlines: 180 Seconds in Ad Tech we cover the agreement between Roku and Google for YouTube. Criteo and IPONWEB potentially teaming up to create an “anti-Google machine”. Snapchat is driving social commerce with AR. Ralph Lauren entering the Metaverse. And the ad market is growing beyond expectations.

Hey there! This is Ari at Sharethrough. In this episode I'll be giving you a quick recap of what happened the week of December 6th in ad tech, in 180 seconds. Let’s go!

First up, it seems that YouTube TV and the YouTube app will (once again) be available on Roku devices. Back in April, Google removed YouTube TV from Roku devices after the two companies failed to come to an agreement. Roku claimed that Google was making anti-competitive demands, requesting for preferential treatment and threatening to remove the mainstream YouTube app unless Roku had come to an agreement by December. Well, it’s December now folks, and it seems the dust has settled. The apps will stay, but it’s unclear what the terms of the agreement are. (Source: Axios)

Speaking of Google, Criteo recently entered exclusive negotiations to acquire IPONWEB to create an “anti-Google machine”. IPONWEB is the company behind BidSwitch that supports Real-Time Bidding connectivity. Connecting around 130 demand partners and 150 supply partners, this potential acquisition would help Criteo, a commerce and retail platform who’s core offering is a retargeting solution, step away from their reliance on third-party data, expanding the amount of first-party data available to advertisers, brands and publishers, for the open web to near Google-like levels. Both Criteo and IPONWEB aim to nurture and conserve the open web, which is where people spend nearly 70% of their time, but only receives 37% of ad spend. Will this be the change that makes Google sweat? (Source: Yahoo!Finance, Bloomberg)

Next, Snapchat is using its once gimmicky AR feature that displayed a digital dancing hot dog, to turn retail and commerce into a more experiential event. During the pandemic, Snapchat grew its shoppable formats and its recently-expanded AR feature builds on that by allowing users to virtually try and buy items without leaving the app. In the wake of Apple’s ATT, advertisers are especially welcoming of an ad product like this that they can directly link to trackable sales increases. Now, brands like Walmart, Under Armor, and Coca-Cola are developing strategies for how they can use Snap’s AR for the upcoming holiday season. (Source: Digiday)

Augmented reality isn’t the only reality for commerce brands. Ralph Lauren, the person and the company, created their own winter-themed virtual experience in Roblox. Dubbed the “Ralph Lauren Winter Escape,” the company’s event in the metaverse platform is a way to promote their fashion apparel and brand as digital leaders. Ralph Lauren is able to measure engagement by looking at how long users stay in the event, or how frequently they come back and interact with the products. They’ll also be using traditional metrics like units sold to measure the success of the metaverse campaign. Vans and Gucci were the first to use Roblox as a social commerce platform, while musicians like Ariana Grande and Travis Scott used Fortnite for virtual concerts. (Source: Digiday)  

And last, but certainly not least, the advertising market, accelerated by digital advertising, is growing faster than anyone could’ve predicted. In 2021, the global ad market increased by around 23%, with digital ads accounting for nearly 65% of all revenue. What’s causing this unprecedented increase? Factors like the growing adoption of Connected TV, more sophisticated ad tech platforms, along with ecommerce are the main drivers of growth. Looking forward to 2022, digital ad spend is expected to remain healthy and grow by 14%. But I don’t know… I think we can do even better than that! (Source: Marketing Dive)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Ari at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Ari Belliu
Marketing Communications Specialist

About the Author

Ari is an experienced digital marketer with a demonstrated history of multi-tasking and working in health and tech on small teams. He's skilled in copywriting, community building, email and social media marketing, and building brand awareness.

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