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| Testing, Testing - The Next Episode of Privacy Sandbox |
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| After a pretty quiet first quarter, Google opened up trials for the next phase of the highly anticipated and scrutinized Privacy Sandbox. With a displeasing debut in the rearview, we don’t talk about FLoCs (no, no, no…yes that just happened) and the marketplace is eager to see what’s next as the threat of third-party cookie depreciation nears. As of last Thursday, Google pulled back the curtain for developers to begin testing Topics, FLEDGE, and Attribution Reporting APIs in the Canary version of Chrome. According to the Chromium blog, the first phase will begin with a limited number of participants but is expected to expand to more users. However, the initial testers and overall timing have not been disclosed. Google was sure to address a few things upfront though:
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Let’s take a step back to review exactly what we're talking about here, as it’s hard to keep up even for the most tech-savvy of us, so here goes:
With the lack of cross-domain targeting to come from a privacy-first open web, publishers are rightfully concerned that the lack of precision targeting could steer advertisers away from display advertising altogether. Even as testing continues and improvements are made, we shouldn't expect a resounding yes from the industry. But if Alphabet, er, Google, er, Chrome can please the majority, the Privacy Sandbox will continue. The best thing publishers may want to do is work with their ad tech partners to get involved in the tests directly and continue to build out their first-party data strategies. |
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| Cat's Out The Bag: Walmart Sets $100K Minimum for Ad Products |
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Walmart is coming after Amazon and their retail media dollars with guns blazing. A leaked pitch deck from last October reveals that Walmart is setting a $100,000 minimum for several of its ad services including:
Either way, Walmart is continuing to expand its ad platform testing video ads on their DSP as well as second-price auctions for more transparency. Now, will these additions be a part of yesterday’s $100,000 floor? Time will only tell. |
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| When Walmart and Amazon are viewed side by side, the differences are stark but does that mean an underdog brand should not price at its believed value? If you have the services to back up the price tag, should you sell yourself short for more advertiser interest vs. the right interest? Advertisers who take the chance might find they're getting the best bang for their buck by betting on old Wally World. Besides, how else would they ever break the ceiling if they don't go for the big bucks? Publishers take heed, you might want to stop undervaluing yourselves. |
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| Small Biz Tells Meta "Show Me The Money" |
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Meta is treading hot water after a federal judge has ruled in favor of class-action suit status for advertisers who used Facebook’s Ad Manager or Power Editor after August 2014. DZ Reserve (e-commerce store operator) and Max Martialis (weapons accessories seller) are the advertisers leading this charge who will now move forward with a lawsuit on behalf of their companies, as well as several U.S. advertisers who are claiming inflated metrics from the social platform. This court decision comes as a result of complaints, dating as far back as 2017, about Facebook claiming their audience reach in every U.S. state was greater than the states’ populations. This of course secured way more ad placements and revenue from Facebook’s invisible friends. Facebook argues that campaign reach is not guaranteed and does not affect billing. However, advertisers claim this is not a blameless oversight as Facebook had been aware of similar complaints going back to September 2015. |
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| One small step against inflated metrics could be a giant leap for independent advertisers. The fact that 2 million small business owners can band together in a class-action suit, whether they have spent $1 or $1 million with Facebook changes the game for everyone. While this FB issue has been mounting for years, it should serve as a fair warning for any platform or publisher. Providing faux user metrics might be excused as a mistake or oversight, but as we watch Meta potentially get clobbered, pubs should be encouraged to audit their own metrics to confirm they aren't making similar mistakes --- you know, like not cracking down on bots and fake traffic. |
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