Behind Headlines: 180 Seconds in Ad Tech — CTV Deals & Platform Safety For Users

3
at
3
minutes
Technical Level
July 30, 2021
Benoit Skinazi
SVP Marketing & Communications
Cassie Tabert
Sales Enablement Manager

This week in Behind Headlines: 180 Seconds in Ad Tech we’re covering the cause for delay in Teads anticipated IPO, the shortage in CTV inventory from upfront deals, Instagram’s latest privacy and safety measures for users, Chrome’s new timeline and plans for privacy sandbox proposals, and streaming service Peacock’s surge in subscribers this quarter.

Hey there! This is Ben & Cassie at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of July 26th in ad tech, in 180 seconds. Let’s go! 

According to an article published in AdWeek, Teads had announced its plans to go public earlier this month. However, due to a lack of investor support, the company has halted their plans and has since stated its intentions to potentially launch near the end of 2021 instead. Their initial public offering was anticipated to raise approximately $751 million. (Source: AdWeek)

This year’s upfront deals have snatched almost all premium and programmatic CTV inventory available, leaving buyers worried about how much inventory will be left for buyers this upcoming quarter. As reported in eMarketer, upfront CTV ad spend is anticipated to exceed over $4 billion this year alone. With increased demand and competition, brands with lesser buying power are expected to be most at risk, and will have to become more strategic in order to compete with larger players in the mix. (Source: AdExchanger)

Instagram announced new safety measures to be put in place for younger users on their platform. Notably, accounts will automatically default to private for users under the age of 16. Tiktok also made similar changes earlier this year, increasing safety measures for users under 18 as well as defaulting users between the ages of 13-15 to a private account. In the midst of greater privacy regulations being rolled out, Instagram will also be implementing measures to reduce “unwanted contact from adults”. This latest move will restrict targeting options on “teen’s interests or activity on other apps and websites”, inevitably impacting advertisers wishing to target ads to users in this age group. (Sources: TechCrunch, TechCrunch)

Google Chrome provided a comprehensive timeline of its plans to test their proposals aimed at phasing out third-party cookies, following the announcement of their delay. The revised timeline sets quarterly benchmarks for proposals in its Privacy Sandbox; with FLoC and FLEDGE expected to end its testing phase in Q3 of 2022. Plans to move all of Privacy Sandbox proposals from testing to a transition period are expected sometime in Q4 of next year. (Sources: AdExchanger)

Good news for Peacock! The Comcast-owned streaming service announced they’ve reached 54 million subscribers in Q2. Comcast’s earnings have also surpassed initial expectations, spiking to 34 million. Plans to bring Peacock internationally are already in the works, with Comcast announcing its upcoming availability later this year “to 20 million Sky TV customers in Europe”. (Sources: AdExchanger)

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 Ben & Cassie 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’re covering the cause for delay in Teads anticipated IPO, the shortage in CTV inventory from upfront deals, Instagram’s latest privacy and safety measures for users, Chrome’s new timeline and plans for privacy sandbox proposals, and streaming service Peacock’s surge in subscribers this quarter.

Hey there! This is Ben & Cassie at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of July 26th in ad tech, in 180 seconds. Let’s go! 

According to an article published in AdWeek, Teads had announced its plans to go public earlier this month. However, due to a lack of investor support, the company has halted their plans and has since stated its intentions to potentially launch near the end of 2021 instead. Their initial public offering was anticipated to raise approximately $751 million. (Source: AdWeek)

This year’s upfront deals have snatched almost all premium and programmatic CTV inventory available, leaving buyers worried about how much inventory will be left for buyers this upcoming quarter. As reported in eMarketer, upfront CTV ad spend is anticipated to exceed over $4 billion this year alone. With increased demand and competition, brands with lesser buying power are expected to be most at risk, and will have to become more strategic in order to compete with larger players in the mix. (Source: AdExchanger)

Instagram announced new safety measures to be put in place for younger users on their platform. Notably, accounts will automatically default to private for users under the age of 16. Tiktok also made similar changes earlier this year, increasing safety measures for users under 18 as well as defaulting users between the ages of 13-15 to a private account. In the midst of greater privacy regulations being rolled out, Instagram will also be implementing measures to reduce “unwanted contact from adults”. This latest move will restrict targeting options on “teen’s interests or activity on other apps and websites”, inevitably impacting advertisers wishing to target ads to users in this age group. (Sources: TechCrunch, TechCrunch)

Google Chrome provided a comprehensive timeline of its plans to test their proposals aimed at phasing out third-party cookies, following the announcement of their delay. The revised timeline sets quarterly benchmarks for proposals in its Privacy Sandbox; with FLoC and FLEDGE expected to end its testing phase in Q3 of 2022. Plans to move all of Privacy Sandbox proposals from testing to a transition period are expected sometime in Q4 of next year. (Sources: AdExchanger)

Good news for Peacock! The Comcast-owned streaming service announced they’ve reached 54 million subscribers in Q2. Comcast’s earnings have also surpassed initial expectations, spiking to 34 million. Plans to bring Peacock internationally are already in the works, with Comcast announcing its upcoming availability later this year “to 20 million Sky TV customers in Europe”. (Sources: AdExchanger)

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 Ben & Cassie 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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