Behind Headlines: 180 Seconds in Ad Tech — Selling & Buying

3
at
3
minutes
Technical Level
December 3, 2021
Ari Belliu
Marketing Communications Specialist
No items found.

This week in Behind Headlines: 180 Seconds in Ad Tech we cover Yahoo and NBCUniverse’s CTV ad-buying deal. Meta is forced to sell GIPHY by the UK’s competition watchdog. Google’s changes to affiliate links and publishers’ search rankings. The decline of Black Friday. Subscription services stall in new growth.

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 29th in ad tech, in 180 seconds. Let’s go!

First thing’s first, through the use of Yahoo’s DSP, Advertisers now have direct access to inventory from NBCUniversal’s streaming service called Peacock. Scatter and upfront buys on the Connected TV platform are now easier for advertisers who want to reserve buys at negotiated prices. Advertisers will be able to target audiences based on location, age/gender, Peacock’s in-house segments, or contextually. They will also be able to use predefined, dynamic, or seasonal packages. Yahoo states that 83% of audiences are open to trying ad-supported video on demand. (Source: AdWeek)

Another week, another reason Facebook/Meta is in the hot seat. The Competition and Markets Authority (CMA), the UK’s competition watchdog, has ordered Meta to sell GIPHY, the gif search engine it acquired last year. The anti-competition concerns from the CMA stem from Meta’s decision to shut down GIPHY’s ad business, which would have raised the cost of Facebook Ads. The CMA also points to the possibility that Meta could restrict other platforms and competitors that use GIPHY. As if Meta’s apps being a majority of time spent on social media in the UK wasn’t enough. (Source: GOV.uk, The Wall Street Journal)

Now to the Google world...Publishers that review or feature reviews of products are in for a doozy after Google’s recent changes to affiliate links. Google states that reviewers will have to provide evidence such as visual, audio, or other sources of their experience with the product and include links to multiple sellers to give readers choices from which merchant they buy. Publishers with affiliate links dropped by 20-30% in Google’s search rankings and   Buzzfeed noticed that the changes caused its commerce revenue to drop from 80% in the first half to 14% in Q3. However, advertising could be the answer to the revenue problem, considering VICE earns 35% of its revenue from advertising. (Source: Google, AdExchanger)

Could Black Friday/Cyber Monday be turning into Cyber November? Adobe reports Black Friday spending decreased year-over-year but consumers spread their shopping throughout the entirety of November. In the future, consumers will buy products when the price is right, not just during sale periods like Cyber Monday, and will continue to look for reviews and recommendations from trusted sources. Advertisers may then have to focus on the product’s value rather than it’s price, if they want to appeal to online shoppers. (Source: Protocol)

Lastly, Axios reported on a trend of decreasing subscription rates across broadband, streaming services and news. When the pandemic forced everyone inside in 2020, media consumption boomed. However, new subscription growth stalled in 2021 and may continue to drop into 2022 as more people go outside and return to their pre-pandemic habits. Subscription rates are still higher than 2019, and probably won’t return to the same level, but there is an increased opportunity for ad-supported content. (Source: Axios)

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 Yahoo and NBCUniverse’s CTV ad-buying deal. Meta is forced to sell GIPHY by the UK’s competition watchdog. Google’s changes to affiliate links and publishers’ search rankings. The decline of Black Friday. Subscription services stall in new growth.

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 29th in ad tech, in 180 seconds. Let’s go!

First thing’s first, through the use of Yahoo’s DSP, Advertisers now have direct access to inventory from NBCUniversal’s streaming service called Peacock. Scatter and upfront buys on the Connected TV platform are now easier for advertisers who want to reserve buys at negotiated prices. Advertisers will be able to target audiences based on location, age/gender, Peacock’s in-house segments, or contextually. They will also be able to use predefined, dynamic, or seasonal packages. Yahoo states that 83% of audiences are open to trying ad-supported video on demand. (Source: AdWeek)

Another week, another reason Facebook/Meta is in the hot seat. The Competition and Markets Authority (CMA), the UK’s competition watchdog, has ordered Meta to sell GIPHY, the gif search engine it acquired last year. The anti-competition concerns from the CMA stem from Meta’s decision to shut down GIPHY’s ad business, which would have raised the cost of Facebook Ads. The CMA also points to the possibility that Meta could restrict other platforms and competitors that use GIPHY. As if Meta’s apps being a majority of time spent on social media in the UK wasn’t enough. (Source: GOV.uk, The Wall Street Journal)

Now to the Google world...Publishers that review or feature reviews of products are in for a doozy after Google’s recent changes to affiliate links. Google states that reviewers will have to provide evidence such as visual, audio, or other sources of their experience with the product and include links to multiple sellers to give readers choices from which merchant they buy. Publishers with affiliate links dropped by 20-30% in Google’s search rankings and   Buzzfeed noticed that the changes caused its commerce revenue to drop from 80% in the first half to 14% in Q3. However, advertising could be the answer to the revenue problem, considering VICE earns 35% of its revenue from advertising. (Source: Google, AdExchanger)

Could Black Friday/Cyber Monday be turning into Cyber November? Adobe reports Black Friday spending decreased year-over-year but consumers spread their shopping throughout the entirety of November. In the future, consumers will buy products when the price is right, not just during sale periods like Cyber Monday, and will continue to look for reviews and recommendations from trusted sources. Advertisers may then have to focus on the product’s value rather than it’s price, if they want to appeal to online shoppers. (Source: Protocol)

Lastly, Axios reported on a trend of decreasing subscription rates across broadband, streaming services and news. When the pandemic forced everyone inside in 2020, media consumption boomed. However, new subscription growth stalled in 2021 and may continue to drop into 2022 as more people go outside and return to their pre-pandemic habits. Subscription rates are still higher than 2019, and probably won’t return to the same level, but there is an increased opportunity for ad-supported content. (Source: Axios)

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.

Stay Up-to-Date—

Subscribe to our newsletter and receive cutting-edge digital advertising insights, including our weekly Behind Headlines episodes, delivered right to your inbox.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Listen to Next—
3:00
November 19, 2021
Behind Headlines: 180 Seconds in Ad Tech — Secrecy & Augmented Reality
This week in Behind Headlines: 180 Seconds in Ad Tech we’re chatting about secret ad buyers, a new partnership, and augmented reality.
3:00
November 12, 2021
Behind Headlines: 180 Seconds in Ad Tech — Connected TVs & Digital Publishers
This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about Connected TV ads and print publishers going digital.
3:00
November 5, 2021
Behind Headlines: 180 Seconds in Ad Tech — Metaverses & Social TV
This week in Behind Headlines: 180 Seconds in Ad Tech we’re chatting about a new metaverse entry, social platforms on TV, and ad experiences.
Watch Next—
3:00
July 2, 2021
Behind Headlines: 180 Seconds in Ad Tech — Delayed Cookies & Investments
This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about the delay in the depreciation of third-party cookies & news on IPOs.
3:00
June 25, 2021
Behind Headlines: 180 Seconds in Ad Tech — Power Plays & Privacy
This week in Behind Headlines: 180 Seconds in Ad Tech we’re taking a look at the role of competition and key player’s growing dominance.
3:00
June 18 2021
Behind Headlines: 180 Seconds in Ad Tech — Lawsuits & Set Backs In Addressability
This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about the rise in privacy and addressability, from lawsuits to setbacks.
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.

More from this author