Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
Defining Moments
The IAB Tech Lab introduced Seller-Defined Audiences (SDA) in February as a post-cookie, post-ATT option for publishers to create targetable impressions without sending retargetable cookies or device IDs to DSPs. But standardizing contextual data taxonomies can be difficult, and the buy side lagged on SDA adoption.
SDA got a much-needed leg up last week, however, with the news that Google is launching a beta test for publishers to use SDA signals with Google Ad Manager (GAM). Trey Titone, NBCUniversal VP of product management for Demand Channel & Activation, has a useful blog post with an update on what’s new and speculation on why Google is lending SDA its support.
SDA is useful to Google because it’s an open solution released by an industry trade org. The Chrome and Android Privacy Sandbox proposals “are very much Google-created solutions thrust upon all of us,” writes Titone.
Supporting the main alternative to Google PPIDs (or “publisher-provided identifiers”), which are similar to SDA but native to the Google platform, eases some antitrust concerns.
SDA signals are also compliant with Apple ATT. The SDA signals are still being used by GAM, so they need to work across iOS.
Big Things Come In Shorts Packages
Are you tired of updates on YouTube copycatting TikTok?
Too bad!
It’s YouTube’s world; you only live here.
One new update is that Shorts creators will be able to join the YouTube Partner Program, which vets accounts to sell as “premium” supply, but more importantly, for creators, it unlocks all sorts of YouTube monetization goodies called “Fan Funding” (including Channel Memberships, Super Chat features that viewers use to promote comments during a livestream and direct fan payments, which YouTube dubs Super Thanks).
YouTube creators need 1,000 subscribers and 4,000 watch hours to join YPP. For comparison, Shorts creators must amass 1,000 subscribers and at least 10 million views over a 90-day period.
And that’s just one of YouTube’s three take-that-TikTok updates yesterday.
YouTube will also create a rev-share program specifically for Shorts. Shorts ads play between organic posts, unlike typical YouTube videos that can have pre-roll and even mid-roll ads. The Shorts rev-share will cut creators in on ads served around their videos, even when ads aren’t served to their videos.
And at long last YouTube will allow licensed music for creators by covering some of the costs and cutting music rights-owners in on the rev-share.
A Vote Of Confidence
Scaled political ad targeting for CTV has (finally) arrived.
That means, ahead of this year’s midterm elections, streaming viewers will see more political ads aimed at them than ever before, The New York Times reports.
The ability to target ads to small segments of voters based on voting record, age, gender, shopping habits and ethnicity could prove invaluable for tight local races. And CTV’s superpower, so to speak, is its anchor on the IP address. There may be no cookies, but the IP can connect to a household or an individual and allow much more granular targeting.
For example, the campaign for Darrin Camilleri, who is running for Michigan State Senate, shared how it targeted 62,000 moderate women voters living in Michigan with ads promoting Camilleri’s pro-choice stance on abortion. And ads can be targeted to build familiarity in specific neighborhoods before Camilleri canvasses them in person.
“It’s been working incredibly well because a lot of people will say, ‘Oh, I’ve seen you on TV,’” Mr. Camilleri tells the Times. “They don’t differentiate” between TV and streaming, he added, “because you’re watching YouTube on your television now.”
But Wait, There’s More!
Tripadvisor Launches In-house Creative and Content Studio, Wanderlab. [release]
How BuzzFeed’s new president, Marcela Martin, is preparing for its next phase as a public company. [Digiday]
Facebook: Introducing collaborative ads for local delivery. [release]
YouTube’s ‘dislike’ and ‘not interested’ buttons barely work, per Mozilla study. [The Verge]
Gmail pilot program to keep political emails from being sent to spam. [Axios]
You’re Hired!
Brandtech Group’s Mobkoi business makes Chris Davis its global CRO. [MediaPost]
AnalyticsIQ taps data industry vet Kevin Dean as chief strategy officer. [release]
With its first CMO hire, OpenWeb hopes to ‘de-troll’ publisher comment sections. [Digiday]
Hivestack appoints Hector Gonzalez as chief revenue officer, US and LatAm. [release]
Courtney Chapman Coupe joins LinkedIn in the newly created role of head of original programming. [post]
