Two industry leaders have dominated recent headlines.
The growing Facebook boycott, disclosure of Google fees, and antitrust cases against both tech giants have inspired this week’s theme: cracks in the walled gardens.
We’ll explore what the current lack of trust may mean for publishers of all sizes moving forward, as well as a few more topics worth sharing.
What We’re Reading
All Together Against Hate SpeechLeading industry news, the list of advertisers boycotting Facebook — this month, this year, and/or indefinitely — continues to grow. Marketing Dive reports more than 240 brands to date, including Unilever, Coca-Cola, Target, Starbucks, and Volkswagen, and suggests the Stop Hate for Profit campaign is only the first step toward lasting change; Adweek offers a helpful backgrounder and detailed list of brands and boycott lengths.
Fast Company explains how companies can make the campaign more than a “corporate feel-good vanity project,” Digiday offers differing perspectives — with Editor Brian Morrissey casting doubt and Ad.Product member and Senior Correspondent Lara O’Reilly offering optimism — and Folio predicts prime opportunities, while Media Nut Josh Sternberg warns of the boycott’s unintended consequences for publishers.
While opinions on the Facebook boycott clearly vary, Sparrow One questions whether all platforms have become all-or-nothing propositions, and The Drum cites WFA data that indicates a lack of trust across all social networks.
Likely AlternativesFor those that now dislike Facebook, Digiday offers a ‘WTF’ on TikTok’s new pitch to advertisers ready to resist more established social platforms. AdExchanger reports on how Chalice is helping advertisers optimize their DSPs and how IPG Mediabrands’ new media responsibility framework goes beyond standard brand safety measures.
Antitrust FallsFacebook has also lost the trust of Germany’s top court. Last Tuesday, the Federal Court of Justice ruled that Facebook had illegally collected German users’ data across third-party sites and apps. Google faces increasing legal scrutiny in the US, where the Department of Justice is pursuing additional data in its antitrust case and the number of smaller lawsuits has mounted.
Transparent DownsidesFacing first-time ad revenue declines, Google hopes to earn the trust of more advertisers and publishers by sharing the fees it charges for its Google Ads and Display & Video 360 platforms, as well as its Google Ad Manager platform. While Google touts its revenue sharing, Media Insider questions the value of its 31% take.
What We’re Writing
- With the decline of third-party cookies and rise of privacy laws, our new article explains how publishers can earn higher CPMs with first-party data: What is a First-Party DMP?
- Some publishers should always doubt the dream of self-serve ads. Adzerk CEO James Avery tells us why: Why Self-Serve Ads Don’t Work for Traditional Publishers
- Member Fabrizio Villani offers predictions for his industry and monetization efforts in our latest interview: Fintech Growth Insights from Fintastico’s Fabrizio Villani
- Member and Adzerk Senior Product Manager MaryLauran Hall has a how-to for remote sprints: How to run remote discovery sprints that don't suck
- Member and Automatad Organic Growth Lead Rasheed Ahamed offers a trustworthy guide to ad sizes: Best Ad Sizes for Web Publishers
What We’re Discussing
- I’d like your ideas for creating stronger community connections.
- Have you joined any of our discussions on LinkedIn? Followed us on Twitter? Why or why not?
- If we create a dedicated Slack channel, how likely — and how often — do you think you’ll participate?
- If we offer member-exclusive events, starting with webinars, what topics would interest you most?
- Any other suggestions for making your Ad.Product membership more valuable?
Email me anytime to share your thoughts and feedback!
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