🌯 YouTube’s Frequency Cap; Everything Is an Ad Network; Meta’s Big L; RTB Data Breach; Ari Paparo’s New Media Company

AdMonsters Wrapper: The weekly ad tech news wrap up
This Week
May 24, 2022
YouTube Takes On Frequency Capping
No, Maybe Everyone Shouldn't Launch an Ad Network
Meta's Big L
RTB's Big Data Breach
New Media Company to Vet Ad Tech Vendors
YouTube's New Ad Options Include Frequency Capping
"Frequency has always been the hard number, but it's where the magic happens for brand building," shared Allan Thygesen, President of Americas at Google, at YouTube Brandcast US 2022.

He announced a new CTV management solution in DV 360 to enable advertisers to control frequency and manage waste. To maximize reach, marketers can set a weekly frequency goal, thus optimizing the number of times "viewers see their ads per week across in-stream formats."

Early results reveal improved media performance for advertisers. "On average, brands see a 5% reach per dollar increase when managing CTV ad frequency across YouTube and other CTV apps rather than separately."

With YouTube Frequency campaigns, advertisers can prevent over-delivery and waste, ensuring unnecessary ad spend. Plus, it limits viewers from being inundated with ads and can improve their relationships with brands.
Why This Matters
Two years ago, AdMonsters CTV analyst, John Osborn, broke down the problem with reach and message frequency in CTV and OTT when he wrote about "the awkward and confusing moment for T/V consumers when they start seeing the same ad an excessive number of times within a pod." He pointed out that Automatic Content Recognition (ACR) and Dynamic Ad Insertion (DAI) technologies should improve the situation with time.

In his follow-up article on reach and message frequency, Osborn highlighted what ad tech needed to do to solve this problem. He also commended Hulu for "doing a fair job within their systems of providing frequency capping as more advertisers come on board."

Now, YouTube has stepped up to provide advertisers with cross-channel management tools to drive better media performance across YouTube and CTV apps. Only time will tell how quickly the rest of ad tech works to tackle the long-term industry issues of frequency capping and duplication.
Does Being Able to Launch a Media Network Mean You Should?
Following on the heels of retail media success stories, Marriott is rolling out its own media network so that advertisers can get at travelers on Marriott apps and TV screens.

Marriott plans to tap into its treasure trove of first-party data and connect with Yahoo's ad tech pipes to make this all possible.
Why This Matters
Seems that in the future of advertising, "everything’s an ad network, from hotels to pharmacies to dollar stores," as Gizmodo's Shoshana Wodinsky points out.

Call it an after-effect of all the governmental privacy regulations. Companies, with deep user data, are clamoring for pieces of the pie that the walled gardens have lost to privacy efforts like Apple's ATT tracking. (See our story on Meta's Big L below.)

But AdExchanger notes that these new media networks will have to get at least one percentage point of the market share to really mean business and it's highly likely that most of them will be left holding an empty bag.
Are Advertisers Taking Their $$$ Away From Meta?
Photo by Mika Baumeister on Unsplash
Could Facebook be losing its Midas touch? In their recent fourth-quarter earnings call, Meta conveniently blamed their big L on Apple's 2021 privacy update, and they predict it will contribute to a $10 billion revenue loss in 2022.

In the past, Meta relied on mobile tracking data to see who watched ads on Facebook and Instagram. Without it, both platforms cannot target ads or measure their effectiveness.
Why This Matters
Now that advertisers find Tik Tok, Google, and even TV to be just as good if not better than Meta, it's only a matter of time before Meta is no longer considered quite so promising. Even though Meta is still part of the mix, brands have been diversifying their spend.

"Meta is getting squeezed," said a media buyer at a large global agency who chose to speak anonymously, adding that between 15% and 30% of their clients reduce spending on Meta. "Google and Amazon are growing at a greater rate than Meta for performance," the source said, adding there is a growing test budget for non-Meta platforms.

Some brands strayed away from Meta long ago, like Ivonnie Dulce, group director of social at Nexstar Digital, where their primary advertising channels happen to be Snapchat and Tik Tok. According to Dulce, Facebook and Instagram feeds do not contribute to the same level of brand awareness that is available on other platforms like Tik Tok.
RTB in Hot Water Again
RTB has been targeted for its privacy infringements quite a bit over the past couple of years. A recent report from the Irish Council for Civil Liberties (ICCL), suggests that “RTB is the biggest data breach ever recorded.”

The report offers an estimate of RTB per person per day across the U.S. and Europe and states that web users in Colorado and the U.K. are among the most exposed by the system — with 987 and 462 RTB broadcasts apiece per person per day. Overall, ad tech companies share online behavior and location with advertisers an average of 747 times a day in the US, and 376 times a day in Europe

Google is cited as the biggest culprit of this activity by far, according to the report. Of course, the company denies sharing any PID across the ecosystem.
Why This Matters
While privacy enforcement has somewhat been quiet, Privacy, Security & Data Innovations lawyer, Jessica B. Lee, said she expects there to be a focus on the use of cookies and the practice of programmatic advertising and real-time bidding over the course of the year.

Things are only heating up in this space and we can expect more global privacy regs, as well as crackdowns getting more severe.
New Media Company to Vet Ad Tech Vendors For You
Ad Tech vet Ari Paparo just launched a media venture to ask “the uncomfortable questions” of ad tech vendors.

He's joined by media consultant and founder of Shields Strategic Consulting, Mike Shields; mobile advertising analyst and Mobile Dev Memo founder, Eric Suefert; and former AdExchanger Executive Editor Zach Rodgers

They're launching with over 25 hours of content for paying members. Content includes 45-minute deep-dive video interviews with ad tech companies that will uncover more about their offerings.
Why This Matters

But seriously, we think it's a novel idea.
Sweet Tweet
Data Ain't Simple
If only it was this simple.

Worth a Listen
The Post-IDFA Era Ain’t Bad, With IronSource CRO Omer Kaplan
Omer Kaplan, CRO and co-founder of ironSource, talks about how Apple is being a bit more open nowadays. “Apple does understand that they need to provide all of the relevant solutions,” Kaplan says. “They are more accessible than when it started.”
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