Addressable TV’s Supergroup; EU To Probe Google’s Ad Tech Business

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Addressable Supergroup

Some marketers are pushing their TV partners to operate more as the large digital companies that allow them to target ads to specific audiences. To address that need, the TV distributors Comcast, Charter Communications, Altice, Dish Media and Vizio are among eight companies that have banded together to create a consortium called Go Addressable. It’s part of an effort to advance addressable TV advertising and make it easier to navigate a fragmented landscape, The Wall Street Journal reportsThat’s been challenging in the streaming ecosystem, where advertisers must cobble together inventory from multiple streaming services, smart TV companies, cable operators and programmers to precisely target viewers. Go Addressable isn’t building any ad tech to solve those challenges, but will identify issues and attempt to create solutions. On the planning side, for example, the companies intend to share the scale available across different targeting parameters, companies and systems and to push that information to their planning tools.

Euro Probed

European antitrust regulators aren’t done with Google just yet. A week after Google agreed to shell out a $268 million fine and make changes to its advertising business to settle an anticompetition case in FranceReuters reports that the European Union is set to open a formal investigation into Google’s lucrative digital advertising business before the end of the year. Google made $147 billion in revenue from online ads last year – more than any other company in the world. Ads on its properties, including search, YouTube and Gmail, accounted for the bulk of sales and profits. About 16% of revenue came from its display or network business. The EU’s probe appears to be going deeper that France’s antitrust case and could end up targeting Google’s entire ad empire, with antitrust regulators in the bloc focusing on the company’s position vis-a-vis advertisers, publishers, intermediaries and rivals. Those rivals contend that Google takes advantage of the dependence that buyers, sellers and intermediaries have on its products and services in order to extract high fees from all parties, giving it an unfair leg up on the competition. [Related in AdExchanger: Antitrust Regulators Are Turning Up The Heat On Big Tech. Here’s Your Cheat Sheet]

Programmatic Representation

To increase programmatic ad spend with minority publishers, holding company GroupM signed on to ad tech firm TripleLift’s “Underrepresented Voices” initiative, Ad Age reports. The curated deal runs solely on websites owned by Black, Latinx, AAPI, and LGBTQ+ media company operators. TripleLift said it is waiving its fees so that more dollars go directly to the publishers. Supporting minority-owned publishers has become top of mind among media buyers as companies focus on social equality issues. GroupM also recently announced its Responsible Investment Framework initiative, which invited clients to invest 2% or more of their total media spend in Black-owned media companies. Read on

Reeling In Ads

Instagram is running ads in its TikTok clone Reels. Ads on the short-form video service will be up to 30 seconds long on a loop – full screen and vertical – and appear in between individual posts, CNBC reports. The ads come nearly a year after the Reels launched. YouTube, which launched its copycat called Shorts, has also been playing catch up with TikTok. Why all the fuss? An eMarketer report released this month said adult users of TikTok will spend more time on TikTok than adult Facebook users spend this year on Facebook, which owns Instagram. TikTok will amass more Gen Z users than Instagram this year, according to the same report. But while TikTok may be edging into the lead on the audience front, Facebook is way ahead when it comes to advertising. Facebook has mature ad tech and a stable of marketers who spend on its platform as a matter of course – and that gives it an advantage over more nascent players.

But Wait, There’s More! 

New antitrust bills could force more data access from Facebook and Google – and stop them from favoring their own services. [Digiday]

The week in cookieless: Procter & Gamble has announced a cookieless cross-platform measurement test, [Ad Age], and Contentsquare has launched its first cookieless experience analytics solution. [release]

Zeroing out the Android advertising ID will impact only 2% of devices globally, according to Singular. [blog]

Ad tech company DigitalReef launched on June 17 with the aim of establishing itself as a largescale mobile marketing and advertising platform. [release]

NBC is talking to potential advertisers about a price tag of $6 million per 30-second spot during the Super Bowl, marking a new high-water mark in pricing for commercials during the Big Game. [Variety]

Zoomers love games. Roughly 86% of Gen Z members use mobile devices as gaming platforms, according to Tapjoy. [VentureBeat]

MadHive is licensing data from HyphaMetrics, a newly launched measurement company with a panel of 100  households that tracks person-level media usage across devices. [Broadcasting + Cable]

You’re Hired

Kubient has hired Mike Gavigan and Mark St. Amour as VPs of performance media.[release]

Alpha Foods hired Kierstin De West as its first CMO. [release]

ID Comms has recruited Victoria Potter to serve as global assurance director. [release]

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