TWW 070

Friday 16th September

September 15, 2022

👋 Welcome to the 12 new subscribers, you’re in great company! After a 70-year reign, Queen Elizabeth II passed away this week. Even if you’re not a monarchist, it’s a ‘where were you’ kind of week, and for us Aussies we were sleeping blissfully unaware of the 24/7 news coverage awaiting us. 👑

🏖Things you may have missed🏖

🤯The BIG stories🤯

So Youre Poor GIFs - Get the best GIF on GIPHY

Daaammmn! Google is NOT having a good time. They face a €25b, yes a BILLION euro lawsuit which accuses the tech firm of anticompetitive conduct in the digital advertising market. Could this be the watershed moment, when they have to break up and spin off assets?

Probably not. Although a hefty lawsuit, it could take years for this to reach a conclusion and we could see a similar result to the News Bargaining Code over here in Aus - publishers would be paid fairly, although not sure publishers agree this has happened yet 🙄

An in-game building reading Roblox High School, with students outside on the grass

“Well, I guess that this is growing up”…As the great poets Blink 182 foretold, Roblox is now entering adulthood as it looks to bring digital billboards and adverts to the user-generated gaming platform.

First Disney, then Netflix, now Roblox, IS NOTHING SACRED? Evidently not. Roblox announced that they will be launching an immersive ads system to reach players in millions of games, without harming the user experience.

😎Cool & Creativ3😎

Make any idea real. Just write it.
Text to video, coming soon to Runway.
Sign up for early access: runwayml.com
— Runway (@runwayml)
12:50 PM • Sep 9, 2022

Video editors, creatives, and artists be prepared, this is what the future looks like. How insanely cool whilst also being extremely terrifying? Text to video machine learning AI is nearly here and it will transform industries.

This short snippet from Runway has put the heebie-jeebies into the internet, demonstrating how simple it can be with this new tech that understands text prompts well enough to remove backgrounds, change audio and apply effects instantly. Deep dive on AI to come!

📚Studies & Research📚

Greenpeace activists hold a banner that reads "Fossil fuel ads are burning the planet" during an action at the Festival Palace during the Cannes Lions International Festival.

J’adore this! France becomes the first European country to say oui, non to fossil fuel ads, with the legislation coming into law next year with hefty fines for those that disobey this ruling - fines of €20,000 though…pocket change.

A great first step, but a long way to go. Add three or four zeros onto this number and you’ll really start repelling those potential offenders. I wonder how long until Australia imposes a similar law? Let’s face it, probably never.

🤓Technology & Tracking🤓

Illustration of a line moving upward on a chart with icons representing controls

Did not see this one coming/completely forgot about Project Rearc! Google has announced that it will be adopting Seller Defined Audiences in GAM & DV360. Not sure what it is, or why it’s important? Read below👇

Simply put, SDA is a method for communicating first-party audience attributes in a bid request without revealing user identity (this is important) - similar to the UID but without the requirement of administrators. Important, because it enables user privacy and doesn’t need identifiers. It works like so:

Publisher segments audience
Publisher includes segment IDs in a bid request
DSP reads segment IDs and decides whether to bid