Behind Headlines: 180 Seconds in Ad Tech — Connected TVs & Digital Publishers

3
at
3
minutes
Technical Level
November 12, 2021
Ari Belliu
Marketing Communications Specialist
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This week in Behind Headlines: 180 Seconds in Ad Tech we cover Facebook changing ad targeting options and controls. Ecommerce brands are rising thanks to connected TV and streaming services. Smart TV manufacturers make greater profits on ads. Print publishers expanding their digital platforms. Tencent shares its own visions for the metaverse.

Hey there! This is Ari at Sharethrough. In this episode I'll be giving you a quick recap of what happened the week of November 8th in ad tech, in 180 seconds. Let’s go!

First up, Facebook (not Meta) announced it will remove Detailed Targeting options that relate to topics that users may find sensitive. The changes include the inability for ads to reference causes, organizations, or public figures related to health, race or ethnicity, politics, religion, or sexual orientation. Users will also be able to opt-in to limit the amount of ads they see from categories like alcohol, parenting, pets, or politics. However, the changes won’t take effect until 2022. Marketers within these industries may find it more difficult to reach their target audience, and would have to expand to different channels. (Source: Facebook)

Secondly, Ecommerce brands are making category leaders shake in their boots for the first time in almost a century. With the help of CTV and streaming services, digital native and ecommerce brands are using the more accessible CTV advertising to catch up to brands like Ivory soap, Gillette razors, and others. Due to the growth ecommerce brands have seen over the last year, retailers are considering carrying the smaller brands in their brick-and-mortar stores. (Source: AdExchanger)

Speaking of CTVs. Vizio, a smart TV manufacturer, now makes more money off it’s ad platform than it does from selling smart TVs. While a supply chain shortage affected how many smart TVs Vizio could sell, it turned to featuring ads on users’ homescreens. Vizio is just another follower in a recent trend of Smart TV manufacturers expanding their offering into the ad business. (Source: The Verge)

Next up, while Buzzfeed prepares to become a public company, already public publishers are shifting more revenue from print to digital. Publishers like News Corp., Gannett, and The New York Times, are seeing their digital platforms exceed print profits mainly due to the increased advertising capabilities. While digital subscriptions decline for some publishers, their ad revenue continues to increase. (Source: DigiDay)

And last but not least. Tencent, an internet and technology company, is jumping on the metaverse bandwagon after Meta’s announcement. In an earnings call on Wednesday, Tencent announced different strategies for how they could approach the metaverse. The first approach being the most obvious one through video games, as it owns part of Epic Games. The second approach is more of a social network, providing similar tools to video game mods for users to create content. And the last approach being enhancements to real-word experiences, using augmented or virtual reality. What a fascinating time to be alive. (Source: TechCrunch)

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 Facebook changing ad targeting options and controls. Ecommerce brands are rising thanks to connected TV and streaming services. Smart TV manufacturers make greater profits on ads. Print publishers expanding their digital platforms. Tencent shares its own visions for the metaverse.

Hey there! This is Ari at Sharethrough. In this episode I'll be giving you a quick recap of what happened the week of November 8th in ad tech, in 180 seconds. Let’s go!

First up, Facebook (not Meta) announced it will remove Detailed Targeting options that relate to topics that users may find sensitive. The changes include the inability for ads to reference causes, organizations, or public figures related to health, race or ethnicity, politics, religion, or sexual orientation. Users will also be able to opt-in to limit the amount of ads they see from categories like alcohol, parenting, pets, or politics. However, the changes won’t take effect until 2022. Marketers within these industries may find it more difficult to reach their target audience, and would have to expand to different channels. (Source: Facebook)

Secondly, Ecommerce brands are making category leaders shake in their boots for the first time in almost a century. With the help of CTV and streaming services, digital native and ecommerce brands are using the more accessible CTV advertising to catch up to brands like Ivory soap, Gillette razors, and others. Due to the growth ecommerce brands have seen over the last year, retailers are considering carrying the smaller brands in their brick-and-mortar stores. (Source: AdExchanger)

Speaking of CTVs. Vizio, a smart TV manufacturer, now makes more money off it’s ad platform than it does from selling smart TVs. While a supply chain shortage affected how many smart TVs Vizio could sell, it turned to featuring ads on users’ homescreens. Vizio is just another follower in a recent trend of Smart TV manufacturers expanding their offering into the ad business. (Source: The Verge)

Next up, while Buzzfeed prepares to become a public company, already public publishers are shifting more revenue from print to digital. Publishers like News Corp., Gannett, and The New York Times, are seeing their digital platforms exceed print profits mainly due to the increased advertising capabilities. While digital subscriptions decline for some publishers, their ad revenue continues to increase. (Source: DigiDay)

And last but not least. Tencent, an internet and technology company, is jumping on the metaverse bandwagon after Meta’s announcement. In an earnings call on Wednesday, Tencent announced different strategies for how they could approach the metaverse. The first approach being the most obvious one through video games, as it owns part of Epic Games. The second approach is more of a social network, providing similar tools to video game mods for users to create content. And the last approach being enhancements to real-word experiences, using augmented or virtual reality. What a fascinating time to be alive. (Source: TechCrunch)

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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