Here’s today’s roundup of AdExchanger.com news… Want it by email? Register here.
Netflix plans to add ads. The question is, should he? And how?
Whether Netflix’s plan is to woo shareholders or rebuild revenue (or both), company executives “didn’t have much conviction” when they announced the idea on the call to the public. Tuesday’s results, writes Mike Shields in a Blog.
The news that Netflix is considering ad-supported options is the antithesis of its very “essence”, according to Shields. But if Netflix is to give in to the forces of AVOD, it should consider poor experience watching CTV commercials and attention to quality.
A hint from CEO Reed Hastings from Netflix’s earnings last week indicates that the company is considering defaulting to in-market tech vendors to do the platform’s ad tech work.
“We can be a simple editor and have other people do all the fancy ad matching,” Hastings said.
Regardless of who inserts ads into content, Netflix is still responsible for creating a watchable ad experience — viewers won’t dismiss rude ads as “just the SSP’s fault,” Shields jokes.
To succeed with AVOD, Netflix would need to take ownership of its ad business and build operations from the ground up, then rely on outside help, he says. And it might work – just look at Amazon. After integrating programmatic advertising products, it has a $31 billion in ad business.
All Goog things come to those who wait
Apple iOS and Safari are making sudden (even surprising) changes to privacy standards, so developers are feeling the jolt as they adapt to the change.
Google Android and Chrome versions do not fall like lightning. But a steady drumbeat adds up.
A recent update probably wasn’t on your radar: Chrome tightened its Feature Policy, which allows or disallows third-party technologies (like browser extensions or ad-tech) to use certain features, and changed the name in Permissions policy.
The change of “Permissions” is pointed. Now developers must have explicit permission to collect geolocation data, for example, or activate or affect an iframe. Previously, third-party technologies could be proactively blocked by the publisher or user, but did not require proactive approval.
More data will also be returned null rather than “none” (whether there is a camera, for example, or a widescreen mode). “None” is still a given and could be an item in a “fingerprint” of many features of this device.
It’s a small change. And for big changes – like dropping Chrome third-party cookies, removal of IP addresses and timeout OG Google Analytics – Google gives months or years of timeframe (years and years, in some cases).
But one day we’ll look around and realize this is an entirely different mobile landscape, much more Apple-y Google.
What web we weave
Universe of Internet Users Expected to Reach 4.55 Billion by Year-End, Annual Report Says eMarketer reference. That’s a jump of 2.7% from last year and 57.4% of the entire world population of all ages.
The growth rate is declining after recording a big jump of 7.7% in 2020, when everyone was stuck indoors and children were learning remotely.
There are still wide global ranges for Internet adoption. In North America, 89.2% of the population is online. Only 29.8% of people in the Middle East and Africa use the Internet.
There is also still a persistent gap in mobile phones not connecting to the internet. Smartphones reach 14.2% of people in the Middle East and Africa, while mobile phone coverage is 36.6%. Global smartphone penetration is 44.8%. But 64.8% of the world’s population owns a mobile phone (meaning a solid fifth of the world’s population uses a dumb phone).
But wait, there’s more!
Amid the losses, Netflix is betting on a bold strategy around video games. [WaPo]
…and investor Bill Ackman says too bad for his 0.68% stake in the streaming giant. [Variety]
The post-GDPR backlash against consent pop-ups is a misleading argument. [Adweek]
Fraudsters find flaws in Apple Pay multi-factor authentication. [Vice]
Ad technology relies on gaming, but getting it right isn’t easy. [WSJ]
The Media Rating Council is not done reviewing Nielsen. [MediaPost]