Vevo Collaborates with PubMatic for Programmatic Growth in CTV Advertising
PubMatic, an independent technology company that delivers the future supply chain for digital advertising, has announced a collaboration with Vevo, the world’s leading music video network. Through the partnership, Vevo will be able to accelerate the growth of its programmatic CTV business and offer advertisers scaled reach across its premium library.
Partnership for programmatic growth in the CTV landscape
With over 800,000 videos across its global network, Vevo boasts an average monthly view count of 25 billion. Media buyers worldwide will have unrivaled access to Vevo’s vast, premium CTV inventory through a partnership with PubMatic. Vevo will leverage PubMatic’s massive demand, sophisticated programmatic trading capabilities, and strategic relationships for supply path optimization. It will be able to take advantage of numerous opportunities to deliver targeted ads in immersive, brand-safe, and engaged environments to a wide range of audiences. At the same time, it will gain a substantial increase in ad yield.
Accessible programmatic inventory
Vevo’s objective of becoming prevalent through ever-widening video distribution and continuous improvement of its monetization strategy is closely aligned with this integration. By making inventory programmatically accessible to a variety of demand partners via PubMatic’s platform, Vevo is expanding its participation in various sales environments and building on its prior success with direct dealing. Vevo’s content is currently available on the Vevo TV app, over 20 distinct Free Ad-Supported TV (FAST) channels, and social media platforms like YouTube.
Read More: PubMatic and Intent IQ Join Forces with Strategus for CTV-to-iOS Retargeting
Through the new partnership, media buyers will have access to both Vevo’s premium inventory and PubMatic’s state-of-the-art addressability and transparency solutions, which are known to improve ROI.
Here’s what they said
PubMatic’s Nicole Scaglione, Global VP for CTV/OTT and Video said,
“This collaboration marks a major milestone on multiple fronts. The partnership will enable greater growth and innovation by fulfilling the requirement for an efficient, transparent, and premium-grade supply of inventory. As well as allowing us to connect programmatic buyers with high-value music video inventory, it reinforces PubMatic’s standing as a leading force in the CTV space — cementing our position as a go-to platform for existing and new CTV players. We look forward to playing a key role in powering trading that optimises ad revenue for both buyers and sellers.”
Vevo’s EVP of Revenue, Distribution & Data Operations, Natalie Gabathuler-Scully, added,
“This partnership will allow Vevo to considerably elevate the advertising opportunities we can provide at a global level and drive our programmatic business forward. Leveraging PubMatic’s extensive preferred demand relationships will considerably augment our monetisation approach, especially across our TV app and FAST channels on over 35 CTV platforms worldwide.”
Read More: Adverty Partners with PubMatic to Reshape In-Game Advertising
Understanding Contextual Advertising: Beyond Content to the Environment
Contextual advertising, a dynamic approach to targeted marketing, goes beyond the confines of content alone, encompassing the entirety of a user’s environment. More than just tailoring ads to the content of the web pages, apps, and TV programs being consumed, contextual advertising recognizes that the context extends to every facet of the user’s surroundings and life situation. In this comprehensive perspective, the environment becomes a crucial factor influencing the efficiency of ads.
Contextual advertising, not just confined to words
In this multifaceted understanding, context is not confined to the words on a webpage or the imagery in a video. It includes the user’s geolocation, the device they are using, the time of day, the weather, the date to determine the potential financial situation and much more. Important to mention that these signals are not supposed to be stored, but rather help determine the precise context in real time. Such approach ensures privacy-first approach to targeted advertising, where the available data points describing a consumer’s environment are used to tailor the right ad, but not for creating user profiles to follow them online. The holistic approach of contextual advertising acknowledges that the ad efficiency and ability to drive outcomes is intricately tied to the broader context in which it is presented.
By considering the environment surrounding the user, advertisers can craft messages that resonate more deeply and intuitively. For instance, a sports site may display ads for football boots when the sun is shining or suggest shoes for indoor football when rain is forecasted when a consumer is in the proximity of a sports outlet in both cases. In this way, contextual advertising becomes a nuanced dance between the content being consumed and the real-world circumstances of the individual.
Contextual advertising beyond limitations
Moreover, contextual advertising’s expansive perception of context mitigates the limitations posed by privacy concerns. Rather than relying on individual user data, which raises privacy-related issues and is becoming more scarce with the deprecation of third-party cookies across all browsers, advertisers can leverage the broader context to deliver relevant and targeted ads. This approach aligns with the evolving expectations of consumers, who are increasingly conscious of their privacy in the digital realm.
In essence, contextual advertising transcends the conventional understanding of context, recognizing that the environment in which an ad is presented is as vital as the content itself. This holistic approach empowers advertisers to create a more seamless and personalized user experience by tapping into the richness of the user’s surroundings. As the advertising landscape continues to evolve, and the targeting paradigm shifts from 1:1 to 1-to-many, this nuanced understanding of context promises to be a cornerstone in navigating the future of targeted marketing.
This article is written by Alexei Moltchan, Director of Product Management, Strategy and Partnerships.
Alexei Moltchan
Director of Product Management, Strategy, Partnerships, and Innovations | Adtech | MarTech | Data
Alexei is a seasoned professional and business leader with a background in sales and marketing, with 10+ years in product management,8+ years in AdTech, and 4+ years leading product, UX, and partnerships business development teams.
Alexei loves building great products and bringing them to market. He firmly believes the cornerstone for product management starts with identifying a market opportunity, understanding the problem the product is intended to solve, and assessing the value the product
Expedia and Netflix Collaborate for First-of-its-kind Global Advertising Campaign
Expedia and Netflix have collaborated on a one-of-a-kind advertising campaign. It is intended for Netflix’s global monthly active users (MAUs) on the ad-supported tier. The goal of the campaign is to seamlessly integrate contextually appropriate ads into the Netflix viewing experience, improving the platform for users and providing partners with a global advertising platform. Furthermore, through this partnership, Netflix will be able to provide marketers and members with better multi-country advertising options while also supporting Expedia Group’s efforts to expand globally.
First-of-its-kind global advertising campaign
For 2024, Expedia will be the first worldwide advertising partner of Netflix to launch a multimarket campaign on the streamer’s ad-supported plan. The collaboration serves as evidence of why companies are placing their bets on Netflix’s emerging ad-supported tier. It offers global reach and the ability to engage specific audiences where they are watching TV when linear TV usage declines. A range of advertisements tailored to language and culture in the United States, Canada, Mexico, the United Kingdom, France, Germany, Australia, Japan, and Brazil will be displayed on the travel booking website. In the United Kingdom and Brazil, Expedia will also serve as an Alpha measurement partner.
Read More: Netflix May Monetize Its Games Platform with In-App Purchases and Ads
Tailored advertising
With campaigns targeted at the more than 23 million global monthly active users of the streamer’s ad-supported tier, Netflix and Expedia are showing their international strength. Netflix will start running localized creative in the respective markets this month as part of the partnership. The content was created by an internal creative team and is part of Expedia’s “Made to Travel” brand platform. Expedia will use the agreement to run a range of nationalized advertisements, including 15-, 30-, and 60-second spots.
The first execution will debut on Netflix in Japan with the 60-second anthem spot “Two Step.” It was directed by Hiro Murai (“Atlanta,” “The Bear”). In the commercial, a group of friends from Japan travel to the United States to follow their love of line dancing.
Netflix to remain the hub for the campaign
In each of the markets, advertisements will also be displayed on platforms other than Netflix. However, the streamer will serve as a hub for the entire campaign. Advertisers have been eager to capitalize on Netflix’s global reach, which sets it apart from other leading streaming services. Since its ad-supported tier’s launch just over a year ago, the streamer claims 23 million users worldwide have used it. U.S. ad subscribers, however, make up a very small portion of that total.
Here’s what they said
Amy Reinhard, President of Advertising at Netflix said,
This first of its kind partnership will offer our engaged ad-supported members contextually relevant ads creatives, making the viewing experience even more enjoyable, while also making Netflix a global destination for our advertising partners.
Jon Gieselman, president of the Expedia Group added,
As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally. Netflix’s sophisticated product allows us to target relevant audiences with impressive reach. We aren’t afraid to be first and I look at this partnership as just the beginning.
Read More: Netflix Agrees to $5 Billion Deal to Stream WWE’s Flagship RAW Show
Amazon and Reach Partner for Targeted Ads Ahead of Third-Party Cookie Phase-Out
Amazon has signed a historic contract with Reach, the UK’s largest publisher, to access customer data for targeted advertising. The collaboration occurs as the media landscape struggles to respond to Google’s move to remove tracking cookies from its browser. Reach will share “contextual” first-party data with Amazon under the terms of the agreement, including details about the articles users are viewing. Amazon will then make use of this information to improve targeted ads on the websites of U.K. publishers, giving advertisers more effective and relevant advertising options.
The agreement benefits in ad data for targeted ads
The agreement is a reaction to Google’s plans to phase out third-party cookies later this year. It is among the first of its kind in Europe. Google plans to turn off all third-party cookies by the end of the year, matching Apple’s similar action to prohibit them in Safari. Its goal is to compensate for the disappearance of cookies, which monitor users’ online activities and gather data about them to better target advertisements. However, the agreement’s financial details were kept secret. Reach announced that it would collaborate with Amazon to share first-party data that is “contextual,” such as what articles users are viewing, with the American tech company utilizing the data to offer more specialized advertising on the U.K. publisher’s sites.
Beyond third-party cookies for targeted ads
This deal inspires other ways to reach high-value consumers online as advertisers look beyond third-party cookies for targeted advertising. To make sure that advertisements appear next to content that users are interested in, Reach intends to make use of Mantis. It is a brand safety and contextual advertising tool for publishers. By working together, Amazon can more effectively target audiences with relevant advertising in Reach’s magazines, including the Mirror, Daily Star, and OK! Magazine.
Read More: Amazon Prime Video Estimated to Generate $1B From Ad-Supported Tier in Debut Year
U.K.’s CMA raises safety concerns
While Reach and Amazon were announcing their partnership, the U.K. Competition and Market Authority (CMA) sent out a statement stating Google cannot move forward with third-party deprecation. The CMA raised issues that might cause Google’s third-party cookies phase-out to be delayed. In its most recent report on Google’s Privacy Sandbox, the tech giant was found to have complied with commitments. However, there are still several issues that need to be resolved before third-party cookies are removed from Chrome. If Google doesn’t take further action to address the concerns expressed about the proposed changes to the Privacy Sandbox, it won’t be able to remove third-party cookies from Chrome in the second half of 2024, as it is currently scheduled, at least not in the U.K.
Demands laid out by CMA
Before the removal of third-party cookies, the CMA laid out several demands for Google. However, the regulator stated that this does not preclude Google from moving forward with its plans. In a report outlining its ongoing concerns about Google’s Privacy Sandbox:
- The CMA states that Google might keep profiting from user activity data while preventing rivals from accessing the same information.
- Google’s ad tech services may benefit from its ability to manage which of its competitors’ ad tech companies are listed here.
- It is possible that publishers and advertisers won’t be as good at spotting fraud.
The CMA is collaborating with Google to find solutions to these problems. By the end of April, it will provide an update on each engine’s development in its upcoming quarterly report.
Accessing customer data for targeted ads
Other media companies are also considering deals involving customer data. A growing number of publishers are experimenting with paywalls and registration pages. However, it requires users to provide first-party information, like email addresses and login credentials. Reach is already working to collect additional reader data of this kind.
Read More: Google’s Third-Party Cookies Deprecation Rolls Out Today
DTH Platform Tata Play Announces Addressable Ads for Linear TV
Tata Play, a direct-to-home (DTH) provider, has announced that addressable television ads will be available soon. With the help of addressable TV advertising technology, advertisers may segment TV audiences into distinct groups and show different advertisements to distinct households—even when they are watching the same show. The action is a direct result of newly acquired additional satellite capacity and is the first of its kind in India. Addressable ads have essentially made it possible to achieve media planning on television that is similar to digital. Brands can use audience profiles and geographical filters to more precisely target their linear TV advertisements.
Addressable Ads and Linear TV
With this, media planning on television can now be accomplished digitally. Addressable TV advertisements combine digital media and linear TV. For top-of-funnel delivery, it is necessary. Advertisers can benefit from increased ROI with Tata Play’s Addressable Ads thanks to features like targeting and buying impressions. Now that they have the means, broadcast partners can provide brands with a more relevant, lucrative, and efficient inventory.
Tata Play Collaboration with Invidi and TAM
With this ground-breaking innovation, marketers can now reach their intended audience with total measurability—a first for disconnected boxes. Television advertising will be more interesting and successful thanks to segmentation, which will be based on audience profiles and different geographical cuts. For this project, Tata Play has teamed up with TAM and Invidi. Invidi is the addressable ad technology and campaign management partner while TAM will enable audience measurement and monitoring.
Here’s what they said
Harit Nagpal, chief executive and managing director, of Tata Play, said,
While television delivers the highest advertising reach for brands, it doesn’t offer sharper targeting. With our targeted ad delivery, we can now split a TV spot into multiple beams, each carrying messages to distinctive audience cohorts, as required by the advertisers.
Read More: Samsung Ads Partners with Brightline To Boost CTV Advertising
VideoAmp Introduces Commingled ID Solutions for Cookie-less Future
VideoAmp has introduced its proprietary commingled identity (ID) solution. It combines top-notch identity assets from several providers into a single graph. It gives content creators and advertisers more confidence that their targeted demographics and advanced audiences are being reached across all platforms. The solution, which is currently available to users of VideoAmp measurement software, is made to maximize accuracy and scalability in reaching sophisticated audiences and targeted demographics across platforms.
VideoAmp’s Commingled ID Solutions
VideoAmp uses clean room technology to safely consume high-quality identifiers like hashed emails, signed-in users, IP addresses, and device IDs in a way that never exposes customers’ personal identifiers to VideoAmp, its partners, or clients. This is VideoAmp’s solution to a future without cookies while maintaining user privacy. With the help of first-party data, VideoAmp’s ID graph supports advanced targeting and gives clients a complete platform-wide solution for connecting and interacting with their most valuable audiences. In comparison to a solution from a single provider alone, it also demonstrates average measurement match rate increases of 79% for pixels and 60% for clean rooms. Although VideoAmp is not the first tech company working with advanced currencies to offer a commingled ID graph, it is purportedly the first measurement company to do so.
Google’s ban on third-party cookies
Google’s impending permanent ban on ID cookies will occur after the majority of the marketing ecosystem has moved on. Ultimately, advertisers have been compelled by necessity to come up with alternate methods for locating (and monitoring) customers who are most likely to purchase their goods or services. A more recent option in the video space comes from the measurement company VideoAmp. Its cleanroom technology now allows different ID sets to be commingled.
Read More: Disney+ Introduces First-Party Audience Targeting, Programmatic Buying Via PMP
Core Benefits
VideoAmp’s commingled ID solution offers the following main advantages:
Enhanced precision and scale
When compared to a solution based solely on one provider, VideoAmp’s proprietary fusion of identity assets heightens both accuracy and scale. Furthermore, it demonstrates average measurement match rate increases of 79% on pixels and 60% for clean rooms.
Unified Audience View
Throughout the journey, VideoAmp’s ID Graph will serve as a single, reliable source of information. It will deliver a consistent image of audiences.
Future-Proof Design
VideoAmp’s ID Graph supports high-quality identifiers through its data clean room, and it is designed with privacy in mind.
Universal Interoperability
With universal interoperability, major identity providers are designed to work with it.
Commingled ID for data assets
The measurement ethos of VideoAmp is to commingle data assets. It will provide higher levels of precision, efficiency, and accuracy than could be possible from separate data sources. One of the first companies to integrate big data was VideoAmp. It developed and refined the process of fusing Set-Top-Box and Smart TV. This resulted in one of the most extensive and reliable datasets available today. The company has experienced tremendous momentum in its adoption as a media currency among publishers and advertisers. This is because VideoAmp’s measurement solutions are accurate and are now supported by the best identity solution in the industry.
Here’s what they said
Megan Pagliuca, Omnicom Media Group North America’s Chief Activation Officer said,
The capability to directly match our census-level Omni ID with VideoAmp’s new commingled identity solution, will deliver better scale and more accurate plans for our clients by improving match rates with our partners on advanced audiences. OMG’s clients will now be able to dive deeper, beyond demographics, with some of the most premium content producers in the world, enabling them to deliver more relevant ads to the right consumers.
VideoAmp’s Chief Technology Officer, Tony Fagan stated,
Every use case for advertising measurement and currency today hinges on identity as the lynchpin for quality, accuracy, and effectiveness. With the advancements and speed of innovation in this space, we wanted to implement an identity solution that not only keeps up, but sets a new standard for targeting and precision. The better we get at identity, the better we get at everything. We didn’t find a solution that accounted for the gaps and discrepancies we were seeing, so we created one. The launch of our commingled identity solution means more impressions delivered to advertisers’ intended audiences, so they can deliver better ROI.
Read More: Dentsu Pioneers Audience Acquisition with VideoAmp Partnership
The Role of AI in Personalized Advertising
Photo by Mohamed Nohassi on Unsplash
Brands utilize customer data to target behavior, interests, and more to strategize their advertising efforts effectively. Creativity and customizing advertising efforts to cater to your audience is a tried-and-true method to attract prospects, and personalization helps foster the connections to convert them into loyal customers.
One of the biggest challenges businesses face is combining the creativity and analysis of data to work together. But further advances in digital security are putting a stop to behavioral targeting. Artificial intelligence is making great strides in scaling both strategy and creativity to help expand businesses to reach wider audiences.
Narrowing down on your target customer as much as possible is the best way to predict habits and cater more personally toward them with your advertising. Here’s a look into the role of AI when it comes to personalized advertising.
Why Utilize Artificial Intelligence in Your Business?
There are advantages for your business to begin using AI in marketing. One of AI’s most significant and helpful jobs is processing and analyzing large and complex amounts of data quickly.
Image credit- Business Broadway
Customer Analysis
With data analysis, algorithms can make predictions by identifying customer interests, needs, and behavior patterns. Your advertising can develop a more personalized experience for each client with this information. With personalized messaging and targeted campaigns, social media platforms can display exceptional product recommendations.
Optimization
AI also helps optimize your advertising in real time; the analysis of data allows your marketing teams to make adjustments more immediately, improving their impact. If you can see that the campaign or advertising efforts aren’t working well, your business will see this with AI and be able to fix it quickly.
Image credit- Slide Team
Automation
Another excellent benefit that AI brings to your marketing is automation. Tools and resources with technological advances provide marketing teams the power to create personalized experiences for their customers, individually and simultaneously. The best part is your teams don’t have to do anything; just set the parameters, and AI can take over, even in areas like push notifications where timely and relevant communication can be automated to enhance customer engagement and retention.
Customer Loyalty
One of the other essential aspects of your business is to establish trust for customers to return and increase retention. With AI, the possibilities are endless to improve efficiency and increase buyer satisfaction, which nurtures that connection and ensures a return. AI continuously improves, ensuring you’ll have even more ways to create individual relationships.
How Artificial Intelligence Works
One of the primary functions that AI can do is its analysis of customer behavior and collecting this information to implement a more personalized experience. AI looks at multiple aspects of the customer experience, including the following:
- Purchase history
- Demographics
- Websites visited
- Search behavior
- Social media activity
AI works to identify patterns and trends in customer activity. It can pull data from various sources, including Google Ads Data Manager, to create a detailed profile of prospective buyers. The demographic information allows your business to pinpoint the desired gender, age, location, and interests to give your business a more targeted experience for those customers.
The predictive ability of AI is also quite remarkable. It looks at prior activity and information to make accurate predictions about what products or services peak interest and if a customer is more likely to buy. It also provides forecasts on the social media channels that are more likely to be utilized.
Your advertising efforts can be more customized to fit your client’s needs based on the patterns and behavior that AI shows. It can help to utilize some outside media services or expert marketing agencies who know the ins and outs of AI for your business. Tailoring your promotions and campaigns to suit customer preferences with convenient tools, including cookieless advertising, can drive sales and profitability in record time.
Examples of Artificial Intelligence in Advertising
Numerous examples of businesses that use AI for more personalized advertising are visible today. Some successful marketing campaigns have proven to improve customer experiences and increase engagement.
Product recommendations on Amazon is an AI algorithm that looks at customer behavior, product search, and purchase history to recommend products more relevant to a customer’s interests effectively and wants. It has resulted in a significant boost in sales to catapult the company as one of the largest e-commerce platforms in the world.
Sephora
Sephora has incorporated AI technology in the form of a “virtual try-on,” where customers can find a more tailored product in makeup products. Based on factors like skin tone, skin problems, or particular types have allowed clients to find a more satisfactory product and have improved the reputation of Sephora as a leading beauty retailer.
Netflix
Even the streaming video and TV show memberships we own implement AI to help you decide on the ever-looming question of “What to watch?” AI algorithms work to analyze viewing habits and make recommendations for what interests its watchers. It has helped to increase engagement and solidified Netflix’s stance as one of the most popular streaming platforms.
The Future of AI in Personalized Advertising
One of the biggest concerns with using AI for your business stems from privacy since it needs massive customer data to function. Prospective clients may be uncomfortable with providing more personal information.
However, the use of AI in marketing continues to grow and advance, so it’s necessary for your business to ensure that you use it responsibly. Be transparent to your customers and provide options for customers to opt out if necessary. Educating them about how you use your AI responsibly and ethically can also be beneficial.
As AI continues to evolve and grow, you can clearly expect to see more sophisticated and tailored advertising campaigns and new integrations that are effective at ad targeting and drawing in an audience. AI can be integrated into other technologies to create a more engaging experience. At the same time, your business can better understand its ideal customer and improve upon advertising and marketing efforts.
Data and creativity can be combined, creating a balance for businesses to identify and assist individual needs while collecting and securing customer data. These connections through a more personalized advertising experience work across an array of industries and can allow your business to develop and implement more effective advertising campaigns that generate a solid impact while building customer loyalty.
Ron Clark
Marketing | Digital | AI | Social Media | PR | Creative Writer
Ron Clark is an MBA graduate with a specialization in marketing, hailing from the vibrant city of New Orleans, Louisiana. With a keen interest in the ever-evolving field of digital marketing, Ron has dedicated his career to becoming an experienced specialist in social media and digital PR. He’s set his sights on AI, marketing, aiming to write articles that distill his expertise into valuable and informative pieces.
LiveRamp Partners with Co-Op to Enhance Retail Media
To improve its retail media offering, LiveRamp, the top data collaboration platform, announced an alliance with Co-op, one of the biggest consumer cooperatives in the United Kingdom. The collaboration will increase member and brand relevance. Moreover, it will make use of its extensive first-party member data to raise the level of complexity in paid digital advertising targeting. Additionally, more targeted advertising across its grocery insurance and fast-food delivery companies will benefit members. Therefore, by concentrating their advertising expenditure on customers who are more likely to interact with them, firms employing Co-op retail media would be able to reduce their media waste.
LiveRamp – Co-op partnership for advanced retail media advertising
The member-owned company will be in a better position to support its assortment of suppliers by giving them more chances to connect with Co-op shoppers who are interested in their brands through off-site retail media channels. As the second-most frequented grocery chain in the nation, Co-op has more than 2,400 convenience stores across the U.K. It is a fast-growing e-commerce operation and has a devoted following of customers. These suppliers will benefit from a decrease in media waste. Demand for retail media opportunities is increasing due to a multitude of issues, including the impending cookie apocalypse in 2023. The appeal of first-party data held by supermarkets, such as EPoS and loyalty data, which enables advertisers to be more targeted in their marketing activities, is likely to phase out third-party cookies in Google Chrome.
Read More: LiveRamp – Epsilon Pave Way for Privacy-Compliant Advertising
The Co-op’s recent retail media overhaul
The Co-op collaborated with 450 businesses and nearly 2,000 campaigns in 2022. Additionally, the company redesigned its membership program in April and claimed to save customers up to £300 annually using the program. Since then, weekly sign-ups have tripled, and it now has more than 4.8 million active users. Several companies, including Walmart, Carrefour, Danone, Kimberly-Clark, and Boots are among LiveRamp’s clients in the supermarket industry. The core of Co-op’s retail media offering will be rich first-party datasets, providing enormous opportunities for companies to spur growth and increase the effectiveness of their advertising expenditures. The retailer’s first priority is protecting the interests of Co-op members while exercising due diligence in data ethics and data privacy. LiveRamp’s data collaboration platform allows for privacy-conscious data sharing without revealing any personally identifiable information.
Here’s what they said
Kenyatte Nelson, chief membership & customer officer at Co-op, said,
At Co-op, we’re investing in our retail media business to ensure we’re connecting our members to the missions and categories they engage with and for our partner brands to have the insight they need to succeed in the omnichannel customer journey. With LiveRamp, we can manage everything in our own media sales house with easy activations and this new partnership will enable brands to deliver the best customer experience to Co-op members and customers, resulting in better campaign success.
Hugh Stevens, MD UK at LiveRamp added,
Co-op is a well-established and diverse business with massive potential to unlock in its first-party data. We’re delighted to be partnering with them as the business expands its retail media with privacy-focused data collaboration that everyone in the Co-op ecosystem will benefit from, helping brands to better understand their customers’ needs, market to them more effectively and truly understand the efficacy of their investment.
Read More: Yahoo and LiveRamp Expand Partnership, Scaling Addressability
Meta Contemplates Ad-Free Subscriptions, Targeting Indian Market
Meta Platform, the corporate parent of social media behemoths Facebook, Instagram, and WhatsApp, is now debating the implementation of subscription programs internally. The company is thinking about launching an ad-free membership option for the Indian market by 2024 in the midst of this. The action follows Meta’s goal to monetize its platforms on a global scale. Following discussions of establishing a similar subscription structure in the European Union to comply with strict privacy requirements, it is a calculated strategic move. Although these debates are still in their early phases, the report suggests that this strategy may be adopted soon.
Global monetization strategy
According to the article, these internal deliberations have been held to examine global monetization methods for Meta, with an emphasis on India. The organization wants to abide by the just-passed Digital Personal Data Privacy (DPDP) Act. Meta is actively having a thorough discussion about how to best ensure that all data protection laws are followed. It is investigating the most efficient ways to launch a free-for-trial subscription service that complies with data standards. The source said a paid, ad-free membership option will start rolling out for Indian users in the middle or toward the end of 2024. Currently, the EU is testing the plan.
Read More: Meta to Offer Ad-Free Subscription Plans For European Users
Meta’s Compliance with Regulatory Changes in the EU
In the EU, Meta attempted to roll out an ad-free membership service for Facebook and Instagram last week. Users have the option to not agree to the site using their personal information for targeted ads. Hence, they can opt for a $14 monthly subscription fee to use an ad-free version of Instagram on mobile devices.
In addition, Meta intends to start charging $17 per month for desktop versions of Facebook and Instagram. Notably, adding a subscription option signals a major change in Meta’s business plan. The internet giant recently changed how it makes money off its platform after receiving a heavy fine for violating EU privacy laws on the transfer of user-targeted ad data.
Here’s what they said
As reported by Mint, a Meta spokesperson said,
While the firm is striving to comply with the newly enacted Digital Personal Data Privacy (DPDP) Act, there will be intensified discussions on the optimal ways to ensure full compliance with data protection regulations. A pilot for a paid, ad-free subscription option for users in India, following a trial in the EU, is likely to be rolled out in mid- or late-2024.
Read More: Meta and Discovery+ Adjust Ad-Free Subscription Plans: Changes Ahead!
Meta and Discovery+ Adjust Ad-Free Subscription Plans: Changes Ahead!
Meta plans to charge its European customers $14 a month for access to Instagram and Facebook without advertisements. On the other side, Discovery+ is increasing the cost of its $9/month ad-free subscription tier.
Meta Charges $14 for Ad-Free Facebook and Instagram Access for EU Users
To overcome the strict new ad privacy regulations in the European Union, Meta has a new strategy. If people do not consent to the firm using their data for targeted advertisements, it is considering charging its European users approximately $14/month for an ad-free version of Instagram. Users who pay the subscription cost can utilize Meta’s services without being interrupted by advertisements. The laws as they currently stand prevent Meta from showing users targeted adverts without their permission, which is likely to hurt the company’s advertising revenue.
Price for ad-free membership
The plan is purportedly known as “subscription no ads” or SNA by the corporation. In the upcoming months, it plans to begin spreading it out. Regulators may request a more affordable solution if they don’t think Meta’s plan is an adequate workaround, which is currently up for debate.
Although several costs were explored, the £10 is the most practical and will be put into effect shortly. For desktop Facebook or Instagram accounts, the monthly cost would start at £10 ($10.5), but it would increase to about $14 for mobile accounts. This is made possible by the commission fees levied by the app stores of Apple and Google. The effort to comply with the EU’s prohibition on customized advertising through the new subscription tiers hurts Meta’s main source of income. If customers are given the option to choose between a free, ad-supported plan and a paid membership, they might choose the free plan. Additionally, it will assist Meta in adhering to rules without having an impact on its advertising business.
Read More: Meta to Offer Ad-Free Subscription Plans For European Users
Meta’s European dependence
Despite just making up 15% of Facebook’s overall daily active users, Europe provides almost a quarter of the company’s advertising revenue.
Image credit- Reuters
Meta under hot waters
Last year, the regulators of the EU declared that Meta had to provide users the choice to reject tailored adverts based on their usage of the platforms. The social network corporation was also told earlier this year that it could not use the so-called contract legal basis to send users adverts based on their online activities and was fined 390 million euros by Ireland’s Data Privacy Commission. Meta has discussed the idea with EU privacy regulators in Brussels, Irish privacy regulators, and other EU privacy regulators. The recommended subscription model may yet be altered because it’s unclear whether the new plan will be deemed compliant with EU rules by the EU regulators.
Although it is an essential component of Meta’s business strategy, the practice of showing advertisements based on user involvement has come under fire over the past several years. In 2021, Apple made it possible for customers to reject ad monitoring, a development that Meta said would cost the company $10 billion in lost revenue. The possible subscription tiers are the most recent example of how Europe’s strict regulatory framework is pressuring digital titans to alter their business models.
Read More: Amazon Prime Video to Introduce Limited Ads in 2024
Ad-Free Tier Implementation Outside EU
It is highly doubtful that Meta would introduce the SNA in the U.S. because the privacy restrictions do not apply there. However, in February, Meta CEO Mark Zuckerberg unveiled Meta Verified, a paid subscription service for verification. Users on Meta’s Facebook and Instagram platforms will be able to upload their government ID and receive a blue verification badge for $11.99/month on the web and $14.99/month on iOS. According to Zuckerberg, the new function seeks to improve platform security and authenticity.
Prices for Discovery+’s ad-free tier will increase
Warner Bros. Discovery’s independent streaming service, Discovery+, features both original content and well-liked programs from networks like HGTV and the Food Network. The recent mega-merger that gave rise to Warner Bros. Discovery (WBD) did not destroy the streaming service. After the debut of the merged Max service, it is still in operation. However, given that Discovery+ has recently disclosed a price rise, there are strong odds that users will switch.
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Discovery+ Ad-Lite tier and its changes
The on-demand programming under the ad-lite option contains advertising. In the US, this subscription tier will not change. But, users may have to pay $9/month, up from $7/month if they want to get rid of adverts. The ad-free price will increase in Canada as well. It will change from CAD 7 to CAD 9. The ad-supported option, however, still costs $5 per month.
When will users see these changes?
Existing customers will see an increase on their next billing cycle, or on November 2, whichever comes first, according to the press email from Warner Bros. Discovery. The email also mentioned that since Discovery+’s inception in 2021, this is the first price hike that has been implemented in the United States and Canada. The media behemoth hasn’t yet disclosed how many customers Discovery+ has, though.
It appears that there is still some interest in a separate edition of Discovery+. It includes both newer and classic TV shows from Discovery’s network repertoire. Along with a slew of unique films and exclusive material, they include HGTV, Food Network, TLC, Travel Channel, Discovery Channel, etc.
Why is Discovery+ becoming more expensive?
The firm added that the price hike will enable it to continue offering can’t-miss tales in the cuisine, home, relationships, real crime, and paranormal areas. Other streaming services have raised their fees this year, including Disney+, Hulu, and Peacock. Warner Bros. Discovery intends to use a similar approach with Discovery+, its more specialized streaming service.
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