Advertising Prospects and Risks; California strengthens consumer tech laws when kids fly


Here’s a roundup of today’s AdExchanger.com news… by email? open up over here.

It is impossible to write without a “bad” letter…

An advertising platform seems like an easy addition. “We have white space and eyeballs. why not?”

But the transition is always more complicated.

Ben Young, CEO of analytics company Nudge, said in A Blog post Someone in New Zealand has their Netflix stream cached by their local ISP. Netflix has a big cloud bill, but it can boast of very consistent streaming quality.

Targeted ads, however, must ping the Microsoft server and return to the viewer. Measurement requires additional data processing. And the once great Netflix stream is suddenly broken.

“The technical delivery of the metric pixel itself is a Herculean effort,” Yang wrote. “I think the scale at Netflix as they navigate these challenges is going to be a lot longer than anyone thinks.”

And that’s just crunching on the scale. Advertisement Netflix is ​​already uniquely flexible with countries affected by Netflix’s tax situation or local television industries. It then competes with those TV industries in a more direct, zero-sum way.

“We hope you can see why a very simple idea can actually be quite a process to assemble the needle.”

Leave those children alone

California is the first state to pass a law regulating how online platforms interact with children.

California’s age-appropriate design code law requires social media companies like Facebook and TikTok to study and mitigate risks of harm before offering new products to minors.

Anything that encourages children to share their personal information is prohibited, such as profiling for targeted ads — and no geotargeting, unless a minor is identified.

Platforms should write their privacy policies at a reading level that children can understand. (Whoah?)

The law will take effect from July 2024, but enforcement will not be easy.

If the violation is found to be intentional, a child may be fined up to $7,500 for each child victim. The Wall Street Journal Reports.

But questions of whether something is “intentional” can be difficult to prove – until it isn’t. YouTube has avoided COPPA violations for years by claiming to be a general audience site, even though there are many channels aimed at children. Then in the year In 2019, he paid a record $170 million fine for violating COPA. Pretending ignorance of a child audience is a dangerous strategy, according to attorney Gary Kibel They spoke AdExchanger said earlier this year, “If your site has videos of dancing purple dinosaurs, you need to realize that kids are going to be there. Blind people can’t do it.

Cosmetic changes

Search engines and social media have saturated entire industries. And one such industry is medical procedures, where people find (or discover) through targeted ads and personalized content.

“After doing a Google search, John was first bombarded with Limplast X Institute’s Facebook ads last summer,” writes GQ editor Chris Giomali. In a story The trend of getting men’s leg extensions works. Gayomali’s interest in the process began 15 years ago with his own Google search.

Other approaches are directly inspired by social media. Last month, A The Real Housewives of Atlanta Reality TV star Batty found Lyft and became a spokesperson for a plastic surgery practice, with a promo code for $100 off. Seriously, the butt-lifting trend has come so far Recovery centers with Instagram beauty They are growing up.

of The chiropractor industry Love social media too. Back-to-back videos on Instagram and TikTok have brought huge foot traffic. One provider estimates that social media presence has brought in 500 to 700 new patients in the past year.

But wait, there’s more!

For Gen Z, TikTok is the new search engine. [NYT]

Repeat Ventures, a PE-backed digital media company, has acquired Duel. [Axios]

In Delaware’s Kathleen McCormick, Elon Musk finds a judge who makes business sense. [Big Technology]

Finally, Snapchat has released a desktop web version. [TechCrunch]

The flight to space in digital media publishing. [The Rebooting]

YouTube says experiment with up to 10 non-skippable videos in ad breaks ‘completed’ [9to5Google]

You are hired!

Omnicom Media Group has hired Christopher Stanger, CEO of American Apparel & Science, and Dana Basile as COO. [Ad Age]



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