Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
United We Target
United Airlines may join the retail media network runway, reports The Wall Street Journal.
The appeal is obvious. Companies with a sliver of attention during a taxi ride, or even an elevator ride, boast of their “captive audiences” – and that’s nothing compared to the amount of time people spend on a commercial jet.
Passengers are built-in buyers, too. Airlines carry food and drinks and have apps for Wi-Fi and entertainment. Then there are the hotels, hospitality and transport companies vying for their attention upon arrival.
Airlines already have advertising businesses, but for branding sponsorships, like to adorn planes, as well as in-flight magazine ads. User-level targeting would be a major change and complicate the customer relationship in unexpected ways. Consider how someone might feel if they perceive that an airline is targeting them based on their shaky income status.
On the other hand, airlines hate their passengers already, so why not bombard them with ads? (“What are you gonna do, go to Spirit?”)
For what it’s worth, United may not launch the ad-targeting business after all, according to the Journal.
Call this a test flight.
Searching For Truth
Private web browsers claim certain advantages, like hiding your holiday shopping activity from family members on a shared device.
But how private are private browsers, really?
Google Chrome’s Incognito mode and Apple’s Safari private browsing mode lull people into a false sense of anonymity when all they’re really doing is hiding past searches, privacy experts tell The Wall Street Journal.
Search history may appear to be wiped, but internet service providers still track web activity – and so can ecommerce hubs like Amazon. Search ad clicks still transfer location data and device-specific attributes to the company that paid for the ad, for example, and Amazon can attach that information to the address where a package is delivered.
This system would certainly explain why people anecdotally report seeing targeted ads online despite using what they think is the private version of a browser.
Leave Them Kids Alone
The Markup reports that Meta’s tracking pixel collects data from websites commonly used by kids and teens for school-related purposes.
For example, Meta’s pixel was integrated into the login page for ACT, a standardized college admissions test. If a student consented, the site would track information like name, email address, demographic data – including ethnicity and gender – and whether there was a request for financial aid. That data would be hashed and returned to Meta.
After The Markup contacted ACT about this arrangement, it disabled Meta’s pixel.
To be clear, collecting data on high-school-aged kids isn’t necessarily illegal as long as they’re over 13.
However, Meta is facing regulatory scrutiny over the alleged harmful effects its social platforms and advertising have on teens. The FTC is seeking to prohibit Meta from profiting off any data collected on users under 18.
Regardless, The Markup found Meta’s pixel active on several other sites intended for students 13 and under. These sites claim the pixel is only used to target ads to teachers and other adults, but the situation still raises questions about what data is being returned to Meta.
But Wait, There’s More!
Simulmedia accuses OpenX of violating its trademark on the “TV+” product name. [MediaPost]
TikTok Shop is reportedly shutting down online shops left and right. [h/t @carolinemurs]
What marketers need to know about the (latest) advertising boycott on X. [Ad Age]
Why Hollywood should approach TikTok content with extreme caution. [Variety]
You’re Hired!
OpenAI takes Sam Altman back as CEO. [TechCrunch]
