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The Refresh: A secret alliance, Is your brand really safe?
AdTech God
August 15, 2024
Welcome to The Refresh, a weekly newsletter from AdTechGod and Marketecture. Every Thursday we’ll bring you the latest advertising news, commentary, and memes.
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AdTech start up funding has collapsed (Crunchbase)
Three of five CTV/OTT advertisers plan ad spending increases (TVNewscheck)
New integration between Deep Sync and MNTN powers targeted CTV campaigns (Press Release)
The COOL company acquires of Adventori . (Press Release)
Media buying briefing (Digiday)
AdTechGod Pod AdTech God sits down Paul Knegten is a seasoned marketing expert, known for his role as former CMO at Beeswax, which was acquired by Comcast.  | Marketecture Mark Mannino formerly GM of Flywheel, talks about the company’s acquisition by Omnicom for $835 million and what it means for commerce media.  |
Our dear leader gives his hot takes on the news of the week
Secret AdTech Alliance: Google and META
A secret collaboration between Google and Meta has been exposed, revealing a scheme to target teens with Instagram ads on YouTube. The ads, aimed at 13-17-year-olds, utilized an "unknown" group to bypass Google's own regulations, allowing the campaign to proceed unnoticed. Google has since launched an investigation and canceled the project following its exposure. The campaign was part of an effort to attract younger users to Instagram in a bid to compete with TikTok. This revelation adds to the mounting scrutiny and legal challenges surrounding Big Tech's handling of minors.
Ari’s view: This reminds me a lot of the Adalytics report from last Winter where they found adult-oriented ads on YouTube channels meant for kids. In both cases the loophole was that if you aren’t logged in to YouTube they don’t know your age. In this case, it seems like Google was knowingly exploiting that loophole, which is…bad.
The Global Alliance for Responsible Media is shutting down following an antitrust lawsuit filed by Elon Musk's X
The World Federation of Advertisers (WFA) is discontinuing activities for its Global Alliance for Responsible Media (GARM) following an antitrust lawsuit filed by Elon Musk's X. The lawsuit claims that GARM's members, including major brands like Unilever, Mars, CVS, and Ørsted, colluded to withhold advertising revenue from Twitter, now rebranded as X, after Musk's acquisition. Established in 2019 to develop frameworks for brand safety and combat misinformation, GARM is now facing additional legal challenges and resource constraints, including an ongoing investigation by the House Judiciary Committee. Reactions to the lawsuit have varied, with X CEO Linda Yaccarino expressing optimism for reform across the ecosystem, while the WFA plans to contest the allegations.
Ari’s view: In sports this is called “working the refs.” There is a broad conspiracy of right wing voices to undermine the advertising and media community to allow unpopular and extremist views to flourish. They call this “free speech” in an Orwellian reversal of facts. It is despicable.
How much does the content surrounding an ad impact your willingness to buy the advertised product?
(h/t to Therran Oliphant for the great poll idea.)
AdTechGod: I created this survey to delve into how the content surrounding an advertisement affects a person's willingness to purchase the advertised product. This topic has always intrigued me. In my view, the context does influence product perception and can negatively impact a consumer's decision. It's frustrating that despite all the advancements in technology, panels, and innovation, we're still grappling with this issue. Hopefully, once we master frequency capping, we can gain a clearer understanding of brand safety.
Ari’s View: Putting your ad on great content is better than putting it on lousy content.
Community Commentary:
No poll necessary AdTechGod - we already know the answer 😊 - and the reality is contrary (and much more nuanced) to the findings of many recently published studies (and is guaranteed to be contrary to the results of this survey).
Over 90% of consumer decisions happen in the fast, unconscious emotional brain (System 1). But, survey's tap the effortful, conscious rational brain (System 2). We can’t ask the conscious brain for insight into the unconscious and expect accuracy. Said simply, how people feel (or behave) and how they think they feel when prompted with a survey question like the one posed are typically two different universes.
So while the overwhelming majority of respondents will no doubt be certain that the context surrounding (or proceeding) an ad will have little effect on their perception of an ad, their unconscious brain -- if given the opportunity to talk to it -- would (hopefully politely) very much say otherwise 🧠
All that said, I am thrilled that the industry is FINALLY asking these questions. We ❤️ AdTechGod.
I don't think we are as aware as we think we are about our effect in advertising (you know the basketball gorilla video watching study?). The subconscious brain is the primary actor in ads, especially video ads.
It is time to redefine brand safety?
This poll was inspired by a recent AdExchanger article by Arielle Garcia from Check My Ads, which got the industry talking. So, naturally, AdTechGod decided to throw the question out to the masses: who should define brand safety standards? The results were pretty split. Some think advertisers should have full control to protect their brands, while others believe a collaborative approach is the way to go. With the WFA's suspension of GARM under pressure from Elon Musk, it's clear that the current standards might not be cutting it. This could be a chance for advertisers to step up and create better protections for their brands.
Team Daya
Team Dayā, the charity group of ad tech execs combating poverty and illiteracy by funding the construction of primary schools across the developing world, completed the groundbreaking for its seventh school the week of June 24th in Senegal, West Africa. It was the first time Team Dayā expanded one of its existing schools. The group financed a first school in the community of Nguiddine Keur Sara, Senegal in 2022, when the community only had two temporary classrooms made from millet stalks, sticks, leaves and cardboard.
Joining on the ground in Senegal were Team Dayā members The Trade Desk CEO Jeff Green and his three children Elijah, Malachi and Faith; Hasan Arik, CEO of Redmill Solutions; Terra Ingalls, former WPP and Publicis/Epsilon; Steve Katelman, former Omnicom Media Group; Paul Wyrembak, product and ops at Symitri and TrustX and Jay Sears, the group’s founder.
The next school groundbreaking for Team Dayā is scheduled for December 1st in Guatemala and 2025 plans are expected to be announced in early September.
It's time to say goodbye to Olympic memes and Australian breakdancers. As a parting gift, here are some final memes for you.
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