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TWW 064
Friday 15th July
👋 Welcome to the 3 new subscribers, you’re in great company! COVID is back with a vengeance, Boris is gone (kinda) and the James Webb Telescope delivered some unbelievable new images of the universe. What a way to make you feel so insignificant!🌌
🏖Things you may have missed🏖
🤯The BIG stories🤯
OOOFT! This is a biggy. Disney partners with Trade Desk for integration with the UID2, to allow advertisers to activate against Disney’s first-party day via its clean room. The Trade Desk is en fuego🔥, with integrations coming thick & fast…a penny for your thoughts Google?
Disney’s advertising tier will be launching in late 2022 in the US and this UID2 integration puts TTD in pole position (we’d assume) for activation in its DSP. This integration coincides with Disney launching their clean room in partnership with Snowflake, meaning…
An advertiser can upload & convert their 1st party data to unified IDs
Match to Disney users via their household audience graph
Deliver a relevant campaign in Disney to your 1st part audience.
AWESOME.
When you think of surprising news events, you may think of Trump winning the presidency in 2016 or Arsenal signing Ozil in 2013. But boy oh boy, no one saw this one coming! 🚨Netflix names Microsoft as its tech partner for its new AVOD offering🚨
Netflix confirmed in April that they were looking to create an ad-supported free tier, which started a bidding war with HUGE speculation. Ultimately it’s gone to surprise partner Microsoft, with the recent acquisition of ad tech SSP Xandr doing the heavy lifting.
😎Cool & Creativ3😎
ITP, ATT, GDPR, CCPA - your boys have taken a hell of a beating! Privacy? Who needs privacy. Glance, a new ad startup is proposing a new lock screen platform to deliver unmissable ads on '“screen zero”. The big question is, who on EARTH is going to opt into this?!
It’s not cool, but it’s creative. Creative in the sense of WTF are you thinking? Have you no understanding of consumer preference with advertising? Oh, and they have tonnes of data for advertisers to overlay too.
📚Studies & Research📚
A presentation on the ‘Metaverse’ at a Marketing conference recently got everyone’s back up and went viral on Linkedin. The aforementioned presentation is definitely worth your time, a rational, well-thought-out counter-narrative to what we’re seeing in the media currently…
I know what you’re thinking, ‘you love the metaverse!’ After experimenting with NFTs, P2E games, virtual worlds and centralized games like Roblox, I couldn’t agree more with James here. We are talking about gaming, a topic that is constantly ignored in media - that is until it has a fancy name to get CMOs talking about it...
🤓Technology & Tracking🤓
Cannes has come and gone, but there were big questions posed about how the advertising industry tackles sustainability & climate change. All whilst flying in on private jets & yachts, lol. Anyway, Safari has released a really cool tool to see the power consumption of a site - correlating to energy impact.
Expect to see many more iterations of this, wouldn’t be surprised if Chrome launched this soon - although the CPU it requires is enough to burn down a rainforest! Want further reading specifically for media & advertising? Read up on SeenThis.