Here’s all of today’s AdExchanger.com news… Want it via email? Sign up here.
Behind the Trunk
The beta version of Safari available to iOS 15 users could seriously affect the performance of online ads. Typically, iOS updates weaken online advertising when Apple makes it difficult (or impossible) to track users across the web or associate campaign conversions. This Safari changes the steps across online advertising literally. A new Tab bar with browser controls floating at the bottom of the page, instead of the usual setup with a URL bar and controls at the top of the screen. Bar The new bar disappears while scrolling, but reappears when the user scrolls the page. Sometimes, it will block important messages by publisher consent management software, such as requests popping up to log in or accepting first-party cookies. It also blocks video players and display ad units. Ad visibility will be affected, and this can disrupt publisher metrics, as users will try to close the Tab Bar and accidentally click an ad unit or other link on the page – which isn’t trivial, because that’s the metric Google uses to assess whether publishers use click tactics. -spam. CafeMedia strategy chief Paul Bannister is useful Twitter thread on the topic.
The parade of streaming entertainment packages has hit the market in the last two years: Disney Plus, Apple TV Plus, NBCUniversal’s Peacock, HBO Max and Paramount Plus, to name a few. A large number of them gain traction with free prices or high discounts. And now the same service is undergoing major changes and is fighting for growth at full subscription rates. Peacock has 42 million accounts, but only 14 million are monthly active users, and only one in five active users pays to subscribe. NBC has considered merging Peacock with Sam’s Club membership and students subscribing to Spotify to expand its paid subscriber base, Bloomberg reports. But the problem remains that companies invested with a lot of content are struggling to build major streaming apps and DTC subscription revenue lines. Disney Plus has also seen it in the US plateau customer numbers after a busy first year. And, to be fair, Netflix is also deal with slow customer growth.
President Biden leaned on Big Tech Friday when he signed an executive order to curb anticompetitive practices accused by Amazon, Apple, Facebook and Google, Business Insider Report. In particular, the directive puts the microscope on M&A deals where large tech companies sweep out smaller competitors (like Facebook which buys Instagram and WhatsApp). The move also asks the FTC to make rules on the collection and use of user data – along with a new broadband internet mandate – and Biden wants the FCC to “re -read” the net neutrality rules. Amazon, Apple, Facebook and Google are already under tremendous pressure from House legislators which prompted the spread of antitrust laws, and on Thursday, Google was dismissed with antitrust lawsuits by thirteen attorneys general.
But wait, there’s more!
Google will keep the FLoC feedback close to the vest because it repeats on the original design. [The Register]
Colorado Governor Jared Police signed a privacy law that allows users to choose not to follow targeted ads. [MediaPost]
Paris -based Didomi raised $ 40 million. [release]
App Annie explores strategic options, including potential sales or IPOs. [WSJ]
Problem versus Dilemma: complex exchanges produced by the social environment. [Medium]
Prosecutors consider Amazon an unlikely victim in their antitrust case against Google. [Bloomberg]
Omnicom Media Group is the latest to join the industry’s Unified ID 2.0 initiative. [Digiday]
You are Hired
Instacart hired Facebook executive Fidji Simo as CEO. [CNBC]
Annalect OMG hired Liesa Newland as head of infrastructure and data integration. [Mumbrella]