Behind Headlines: 180 Seconds in Ad Tech — Metaverses & Social TV

3
at
3
minutes
Technical Level
November 5, 2021
Ari Belliu
Marketing Communications Specialist
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This week in Behind Headlines: 180 Seconds in Ad Tech we cover Microsoft taking corporate into the metaverse. Facebook discontinuing data betas. TikTok and Pinterest on the TV. Zoom introducing ads for the first time. And consumers prioritizing efficiency and engagement from their ads.


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 1st in ad tech, in 180 seconds. Let’s go!

First up, Facebook aka Meta isn’t the only big tech company that’s entering the metaverse. Microsoft said it’s going to adapt it’s software products like Excel and PowerPoint for the metaverse. Companies like Accenture are creating “digital twins” of their headquarters, where they’ve been running orientation sessions for new employees during the pandemic. While it may be a while until consumers can enter the metaverse, the business side is already gaining traction as Microsoft wants to expand its metaverse offerings for retailers and manufacturers. (Source: AdAge)

Speaking of Facebook, they removed the general option for advertisers to rely on data-driven attribution after Apple released the privacy-centric iOS 14, and now they plan to stop their data-driven conversion beta. Facebook suggests advertisers run conversion lift tests to gather “high-fidelity estimates”. They’re pointing towards their Conversion API instead because it curtails Apple’s AppTrackingTransparency by returning some client-side data back to Facebook. Gone are the days when Facebook would be able to track every sale made, they now have to rely on modeled data instead of real conversions. So if advertisers want more accurate data, they’ll have to look elsewhere. (Source: AdExchanger)

Next, TikTok is on TV. The social media platform is one of the first to hit the bigger screens, as the TikTok app will be available exclusively on Amazon Fire TV. Users can ask Alexa to open the app, and watch an endless stream of TikToks from the comfort of their couch. Now, Pinterest is hitting the bigger screens as well with Pinterest TV shows. Featuring original, live, shoppable programming across categories like home, DIY, cooking, and beauty. Users will be able to watch their favourite Pinterest content creators using Apple or Android TV devices. Which begs the question, when will other social sites switch screens? (Source: Amazon FireTV, Pinterest)

Meanwhile, the video meeting platform Zoom announced this week that it will pilot an advertising program that will display a banner ad to users on the free version. When the 2020 pandemic hit, millions of users flocked over to Zoom so they could stay in touch with their friends and families. In order to maintain the same level of free service, Zoom will now display a single ad on the web page users see after a meeting. They’ve made it clear that content from meetings, webinars, and messaging (like video, audio, chat, or files) will not be used for the banner ads. I’m impressed the ad won’t be displayed in the middle of a meeting! (Source: Zoom)

Lastly, the Interactive Advertising Bureau (IAB) revealed in a new report that users want more “efficient” ads. IAB suggests marketers should focus on reducing the amount of clicks it takes a user to buy an advertised product or service. As the user experience becomes a top priority for consumers, IAB recommends marketers focus on delivering ad formats and experiences that keep the consumer engaged until they’re ready to make an ad-driven decision. (Source: IAB)

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 Microsoft taking corporate into the metaverse. Facebook discontinuing data betas. TikTok and Pinterest on the TV. Zoom introducing ads for the first time. And consumers prioritizing efficiency and engagement from their ads.


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 1st in ad tech, in 180 seconds. Let’s go!

First up, Facebook aka Meta isn’t the only big tech company that’s entering the metaverse. Microsoft said it’s going to adapt it’s software products like Excel and PowerPoint for the metaverse. Companies like Accenture are creating “digital twins” of their headquarters, where they’ve been running orientation sessions for new employees during the pandemic. While it may be a while until consumers can enter the metaverse, the business side is already gaining traction as Microsoft wants to expand its metaverse offerings for retailers and manufacturers. (Source: AdAge)

Speaking of Facebook, they removed the general option for advertisers to rely on data-driven attribution after Apple released the privacy-centric iOS 14, and now they plan to stop their data-driven conversion beta. Facebook suggests advertisers run conversion lift tests to gather “high-fidelity estimates”. They’re pointing towards their Conversion API instead because it curtails Apple’s AppTrackingTransparency by returning some client-side data back to Facebook. Gone are the days when Facebook would be able to track every sale made, they now have to rely on modeled data instead of real conversions. So if advertisers want more accurate data, they’ll have to look elsewhere. (Source: AdExchanger)

Next, TikTok is on TV. The social media platform is one of the first to hit the bigger screens, as the TikTok app will be available exclusively on Amazon Fire TV. Users can ask Alexa to open the app, and watch an endless stream of TikToks from the comfort of their couch. Now, Pinterest is hitting the bigger screens as well with Pinterest TV shows. Featuring original, live, shoppable programming across categories like home, DIY, cooking, and beauty. Users will be able to watch their favourite Pinterest content creators using Apple or Android TV devices. Which begs the question, when will other social sites switch screens? (Source: Amazon FireTV, Pinterest)

Meanwhile, the video meeting platform Zoom announced this week that it will pilot an advertising program that will display a banner ad to users on the free version. When the 2020 pandemic hit, millions of users flocked over to Zoom so they could stay in touch with their friends and families. In order to maintain the same level of free service, Zoom will now display a single ad on the web page users see after a meeting. They’ve made it clear that content from meetings, webinars, and messaging (like video, audio, chat, or files) will not be used for the banner ads. I’m impressed the ad won’t be displayed in the middle of a meeting! (Source: Zoom)

Lastly, the Interactive Advertising Bureau (IAB) revealed in a new report that users want more “efficient” ads. IAB suggests marketers should focus on reducing the amount of clicks it takes a user to buy an advertised product or service. As the user experience becomes a top priority for consumers, IAB recommends marketers focus on delivering ad formats and experiences that keep the consumer engaged until they’re ready to make an ad-driven decision. (Source: IAB)

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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