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☆ Google is once again dictating the future of the online ad industry and all its rivals can do is brace for impact
▼ + stars: | 2024-04-24 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +7 min

When Google sneezes, the entire online advertising industry catches a cold. Google's announcement Tuesday that it would again delay its planned timeline for killing off third-party tracking cookies had long been anticipated by the digital advertising industry. Google has a 28% share of the online ad market, according to market research firm Emarketer (a sister company to BI). Regulators could step in to resolve the cookie chaosSome industry experts are hoping regulators will step in to untangle the mess. Amid the four years of confusion, chaos, and harumphing, there has been one consistent theme: When it comes to the future of online advertising, Google calls the shots.

Persons: Ciaran O'Kane, WireCorp, hasn't, Sundar Pichai, Stephen Lam, Mathieu Roche, James Rosewell, Google's, haven't, Pierre Devoize, Devoize Organizations: Google, Business, Gmail, Antitrust, US Department of Justice, European Commission, UK's, Markets Authority, CMA, Industry, IAB Tech, EU Google, Chrome, Movement Locations: FirstPartyCapital

☆ French antitrust watchdog issues statement of objection over Apple app tracking
▼ + stars: | 2023-07-25 | by ( ) www.reuters.com time to read: +1 min

PARIS, July 25 (Reuters) - France's antitrust watchdog on Tuesday said it had issued a statement of objection against Apple (AAPL.O), citing concerns the U.S. technology company could have used "discriminatory and non-transparent conditions" for using user data for advertising purposes on iPhones. The statement triggers a proper antitrust procedure during which the company will be able to express its point of view, the watchdog said. The mechanism "gives users more control by requiring all apps to ask permission before tracking them," Apple said in an e-mailed statement, adding that it will "continue to engage constructively" with the French antitrust regulator. The four associations - IAB France, MMAF, SRI and UDECAM - said the changes brought by Apple did not meet European Union privacy rules, which Apple denies. Reporting by Tassilo Hummel and Mathieu Rosemain; Editing by Susan Fenton and Mark PorterOur Standards: The Thomson Reuters Trust Principles.

Persons: Apple, Tassilo Hummel, Mathieu Rosemain, Susan Fenton, Mark Porter Organizations: Apple, ., IAB, SRI, Thomson Locations: IAB France, MMAF

More than a year later, she was told her application required a key document that was stuck behind enemy lines in Ukraine. "There's always a trade-off between rapid and sustainable labour market integration," said Thomas Liebig, chief economist for the OECD's international migration department. Researchers from Minor, a migration policy think tank, said the large-scale inflow of refugees from Ukraine is seen as a great opportunity in Germany. While the refugees' fate is partly tied to the unknowable course of the Ukraine war, the EU's temporary protection scheme for Ukraine refugees is at present due to expire in March 2024. This puts employers who want to hire refugees in a difficult situation, as they don't know if Ukrainian refugees will be able to stay.

Persons: Maria, Lukas Barth, Svetlana Chuhil, Chuhil, Lauren, Thomas Liebig, Oksana Krotova, Krotova, Ildiko Pallman, Gizem Uensal, Enzo Weber, Jan Lopatka, Catherine Evans Organizations: REUTERS, Reuters Graphics Reuters, Deloitte, Reuters, OECD, United Nations, Minor, German Institute for Employment Research, Thomson Locations: Mykolaiv, Ukraine, Aschheim, Munich, Germany, BERLIN, WARSAW, Poland, Zgorzelec, Goerlitz, Paris, Europe's, Berlin, Kyiv, Prague

☆ Close to half of Ukrainian refugees in Germany hope to stay
▼ + stars: | 2023-07-12 | by ( ) www.reuters.com time to read: +2 min

BERLIN, July 12 (Reuters) - Of the more than 1 million Ukrainian refugees who came to Germany to escape the war, 44% would like to stay in the country, according to a survey published on Wednesday. This was higher than the 39% of Ukrainian refugees who said they were planning to stay in a previous survey published in late summer 2022. The reason given for this was high participation in integration and language courses, intended to boost employability. Half of the Ukrainian women who came to Germany as refugees after Russia's invasion of the country in early 2022 have at least one child. The survey, which includes the responses of 7,000 Ukrainian refugees living in Germany, is a joint effort of the DIW Berlin institute, the IAB, the ministry for migration and refugees as well as the federal institute for population research.

Persons: Andreas Ette, Maria Martinez, Andreas Rinke, Rachel More, Mark Porter Organizations: Thomson Locations: BERLIN, Germany, Berlin

☆ Streaming services like Hulu, Discovery+, and Disney+ have been ramping up the amount of ads in their shows
▼ + stars: | 2023-05-22 | by ( Lucia Moses | ) www.businessinsider.com time to read: +4 min

But in the past year, ad loads have crept up on almost all the top services, per MediaRadar. Now that streaming companies have fallen in love with ads, viewers can expect to see a lot more of them. Discovery+'s ad load grew 69%, to about 5 minutes per hour, while Hulu's jumped 38%, to 7.3 minutes per hour. MediaRadar shared numbers for standard commercial spots, which are the most common form of ads on streaming services. Disney+ Basic and Netflix's Basic with Ads are also increasing their ad loads — which is to be expected, as they're still ramping up.

☆ Check out the pitch deck that brand safety startup Barometer used to raise its $2.25 million in seed funding
▼ + stars: | 2023-05-08 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

Startup Barometer wants to help advertisers identify brand-safety issues in podcast shows. Barometer is looking to potentially also launch brand safety tools for user-generated video and Substack. But if advertisers are to invest, they'll need tools that show their ads appeared next to brand-safe content. The company plans to raise another round of funding, which it will use to expand internationally and review non-English languages. Here are select slides that helped Barometer raise its seed round.

SL Naturenergie's predicament is common in the renewables sector where companies, from startups to medium sized and blue-chip firms, are competing for a limited pool of labour with appropriate skills. Currently it faces a shortage of around 216,000 skilled workers needed for the expansion of the solar and wind energy sectors, a study by German organisation KOFA, or the Competence Centre for securing skilled labour, showed. In many jobs in the renewable energy sector, pay is above average, he said, citing a renewable energy wage premium of more than 10% in construction and installation activities, as well as architectural and engineering services. Volker Quaschning, a professor of renewable energy systems at HTW university in Berlin, says a third of places on these courses at HTW are unfilled. Last month Germany also unveiled draft reforms on skills training accreditation and promoting immigration in a bid to plug labour shortages in the economy.

☆ Brands like Pepsi, Ally, Mondelēz, and Coty reveal how they've scored big returns by advertising in video games
▼ + stars: | 2023-03-09 | by ( Ryan Joe | ) www.businessinsider.com time to read: +5 min

More than half the US population plays video games, and advertisers are pouring billions into the space. Brands as diverse as Pepsi, Ally, Mondelēz, and Coty have all been successfully using video games as an advertising medium to drive big results. Advertising in video games represents a big opportunity for brands to get in front of a large, engaged audience. Video game advertising requires a lot of collaborationOne of the biggest challenges brands face when advertising in video games is getting alignment across the company. Another difficulty brands face is developing a video game campaign that's not just a one-off.

The digital ad industry is scrambling as consumer anti-tracking policies from big tech companies like Google and Apple and privacy regulations across the world have already started to wipe out ad revenue. By one estimate, Apple's 2021 app tracking privacy change alone was expected to erase $16 billion in revenue from the world's biggest digital ad companies last year. "As every year progresses, it's much more of an existential issue for the ad industry than the year prior," said Anthony Katsur, CEO of IAB Tech Lab, an ad industry trade group. These companies were selected based on Insider's own reporting, input from ad industry experts, and data from Sincera, an analytics company that tracks which adtech companies are most used in the industry. This list does not include the big tech companies like Google and Amazon.

☆ Apple is looking for a top sales executive to spearhead a giant advertising push in sports and streaming. Here are 16 execs who could score the job.
▼ + stars: | 2023-01-19 | by ( Claire Atkinson | Lucia Moses | Lara O'Reilly | ) www.businessinsider.com time to read: +15 min

Netflix also conducted a search before hiring two Snap executives, Jeremi Gorman and Peter Naylor, to lead its new ads business. XandrLesser, a longtime digital ad executive, has extensive experience working on issues around the future of digital marketing. McDonald has a ton of other digital ad sales and publishing experience. She helped launch Modi Media, ad buying giant GroupM's addressable TV business, before joining TV adtech startup Cadent. UnivisionValentino runs Disney's digital ad business as EVP, client and brand solutions.

☆ From the digital ad crash to Elon Musk buying Twitter — these were the ad industry's 5 biggest shocks of 2022, and what it means for 2023
▼ + stars: | 2022-12-29 | by ( Ryan Joe | Lara O'Reilly | ) www.businessinsider.com time to read: +7 min

The ad industry is crossing its fingers that Twitter is a safe place to advertise. 2022 was a volatile year for the advertising industry. DeGroote believes the 2023 ad market growth forecasts from major ad buyers like GroupM (5.9% growth), and Magna (5% growth to $822 billion) are too optimistic. Meta, has also seen its ad revenue decline, and has dumped $4 billion so far into building a so-called Metaverse, which hasn't driven any revenue yet. Elon Musk acquires TwitterMusk's acquisition of Twitter — and subsequent decimation of its employee ranks, including its revenue-driving advertising operations — shook the ad industry.

☆ Retail advertising surged in 2022 — but in 2023, these new ad businesses will need to steal TV ad budget to survive
▼ + stars: | 2022-12-16 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +5 min

Retailers will face more competition for ad dollars with smaller ad budgets from marketers in 2023. WPP's media buying unit GroupM said that retail media brought in $110 billion this year and is on track to generate $160 billion by 2027. But 2023 will be the year that determines which retail ad businesses will win and which will lose. But some retailers are trying to grow their retail media businesses by separating those two, so retail ads are no longer part of the distribution deal. Retailers are coming for TV budgetsIf retail media budgets increase, other types of ad budgets must get cut.

☆ Musk needs a third of America to pay for Twitter
▼ + stars: | 2022-11-15 | by ( Jonathan Guilford | ) www.reuters.com time to read: +3 min

Squeezed by sky-high interest payments, even steep cost-cuts leave a big hole to fill if Twitter doesn't grow into its debt. Advertising revenue across the industry has fallen since Twitter last reported public results. A Twitter Blue subscription isn’t like Spotify Technology (SPOT.N) or Netflix (NFLX.O), perhaps. Those platforms bear the cost of licensing content whereas Musk is trying to get Twitter users to pay for the privilege of providing content. If the cost of providing each extra subscription is zero, Musk needs only about a tenth as many subscribers to sign up.

☆ Porn and gambling sites are being used to tell Russians the truth about Putin's war
▼ + stars: | 2022-10-30 | by ( Sam Tabahriti | ) www.businessinsider.com time to read: +4 min

A Ukrainian woman uses porn and gambling sites to tell the truth about Putin's war in Ukraine. Baydachenko told Insider that advertising on these sites made sense because it was easy and affordable and increased the chance of Russians and Belarusians seeing them. "Adult and gambling sites have a Russian audience, and ad platforms can sell us this traffic." Baydachenko said using porn sites was a good way to reach Russians, but did not exclude much larger platforms operated by Meta and Google even if their stricter policies made them more difficult to do so. Indeed, Russia criticized Facebook for "restricting the official accounts of four Russian media outlets," Roskomnadzor, Russia's tech and communications regulator, said the day after Putin's forces invaded Ukraine.

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