Behind Headlines: 180 Seconds in Ad Tech — Search Ads, Strings, & Smart TVs

3
at
3
minutes
Technical Level
October 22, 2021
Ari Belliu
Marketing Communications Specialist
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This week in Behind Headlines: 180 Seconds in Ad Tech we cover how Apple Search Ads is coming out on top thanks to their App Tracking Transparency update. Google Chrome’s latest update allows users to reduce the amount of identifying info given to websites. Smart TV manufacturers are creating walled gardens with their CTV data, as they ramp up their own ad businesses. Supply chain issues are causing price hikes, yet companies like P&G continue to hike their digital marketing investments. And lastly, Basis (formerly known as Centro), may be gearing up for an IPO as it confidentially submitted a draft registration. 


Hey there! This is Ari at Sharethrough. In this episode I'll be giving you a quick recap of what happened the week of October 18th in ad tech, in 180 seconds. Let’s go!

Since Apple launched their App Tracking Transparency, the one to benefit the most has been, well, Apple Search Ads. While the technology is more privacy-centric for users, it impairs other ad networks from being able to track devices and target users. Apple Search Ads are exempt because it’s considered first-party. Due to this change, Apple Search Ads has overtaken Facebook Ads as the best ad network for mobile app marketers. [Source: Forbes]

Google’s new Chrome browser update allows users to opt-in to give websites a reduced amount of user data, also known as User-Agent (UA) strings. The UA string only passes along a limited amount of info like browser type, the operating system, and whether the user is on desktop or mobile. Being able to hide any sort of user identifier, this update is more privacy-centric for users, but limits the amount of data marketers can use for ads. [Source: AdExchanger]

Smart TV manufacturers like Roku and Samsung, are using automated content recognition (ACR) tech to capture and interpret video and audio snippets on a TV, to understand what’s being watched. This isn’t new tech, but with the rise in popularity of Smart TVs, manufacturers are collecting this ACR data to increase their own ad businesses and ad-supported channels. ACR data is also being shared at a minimum, so advertisers would have to use each manufacturer’s datasets to get a more complete picture for their ad planning and execution. Thus, creating walled gardens around ACR and CTV data. [Source: AdExchanger]

Supply chain issues are forcing CPG brands like Procter&Gamble to raise their prices in order to offset freight costs. Yet P&G is increasing their digital marketing investments. As the pandemic forced consumers to shop online, and the hike in prices is causing more thoughtful shopping, consumers are turning to brands they can trust to perform. P&G’s e-commerce business grew globally within the first fiscal quarter, and are now looking to optimize their digital marketing to reach customers more broadly and effectively, while lowering their costs. [Source: CNBC, Marketing Dive]

And lastly, Basis, formerly known as Centro a week ago, is another ad tech company preparing itself for an IPO when it confidentially submitted a draft registration statement S-1 with the SEC. This prevents competitors from nitpicking at Basis’ balance sheets before their IPO, and to keep that information private should they choose not to go public. [Source: 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 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 how Apple Search Ads is coming out on top thanks to their App Tracking Transparency update. Google Chrome’s latest update allows users to reduce the amount of identifying info given to websites. Smart TV manufacturers are creating walled gardens with their CTV data, as they ramp up their own ad businesses. Supply chain issues are causing price hikes, yet companies like P&G continue to hike their digital marketing investments. And lastly, Basis (formerly known as Centro), may be gearing up for an IPO as it confidentially submitted a draft registration. 


Hey there! This is Ari at Sharethrough. In this episode I'll be giving you a quick recap of what happened the week of October 18th in ad tech, in 180 seconds. Let’s go!

Since Apple launched their App Tracking Transparency, the one to benefit the most has been, well, Apple Search Ads. While the technology is more privacy-centric for users, it impairs other ad networks from being able to track devices and target users. Apple Search Ads are exempt because it’s considered first-party. Due to this change, Apple Search Ads has overtaken Facebook Ads as the best ad network for mobile app marketers. [Source: Forbes]

Google’s new Chrome browser update allows users to opt-in to give websites a reduced amount of user data, also known as User-Agent (UA) strings. The UA string only passes along a limited amount of info like browser type, the operating system, and whether the user is on desktop or mobile. Being able to hide any sort of user identifier, this update is more privacy-centric for users, but limits the amount of data marketers can use for ads. [Source: AdExchanger]

Smart TV manufacturers like Roku and Samsung, are using automated content recognition (ACR) tech to capture and interpret video and audio snippets on a TV, to understand what’s being watched. This isn’t new tech, but with the rise in popularity of Smart TVs, manufacturers are collecting this ACR data to increase their own ad businesses and ad-supported channels. ACR data is also being shared at a minimum, so advertisers would have to use each manufacturer’s datasets to get a more complete picture for their ad planning and execution. Thus, creating walled gardens around ACR and CTV data. [Source: AdExchanger]

Supply chain issues are forcing CPG brands like Procter&Gamble to raise their prices in order to offset freight costs. Yet P&G is increasing their digital marketing investments. As the pandemic forced consumers to shop online, and the hike in prices is causing more thoughtful shopping, consumers are turning to brands they can trust to perform. P&G’s e-commerce business grew globally within the first fiscal quarter, and are now looking to optimize their digital marketing to reach customers more broadly and effectively, while lowering their costs. [Source: CNBC, Marketing Dive]

And lastly, Basis, formerly known as Centro a week ago, is another ad tech company preparing itself for an IPO when it confidentially submitted a draft registration statement S-1 with the SEC. This prevents competitors from nitpicking at Basis’ balance sheets before their IPO, and to keep that information private should they choose not to go public. [Source: 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 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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