Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
A Clean PAIR
Okay, you’ve got a clean room. Now what?
One option is to use Google PAIR, with its just-announced integrations with LiveRamp, Habu and InfoSum.
Last October, Google unveiled the first-party data matching program. If an advertiser and a publisher have “a relationship with the same people,” Google VP of global ads Dan Taylor told AdExchanger, “PAIR gives advertisers the ability to more closely connect.”
Say you’re a meatless burger company running a campaign through Google’s DSP. You could use your clean rooms and PAIR to match your email loyalty program members with a recipe publisher’s newsletter list. And if the publisher wants to share its list of vegetarian recipe lovers for the marketer to buy against, the two companies could set up a deal.
By integrating with all the major clean rooms, Google expects the PAIR workflow to be less complex than during launch, when advertisers and publishers handled the “resource-heavy” process on their own, Taylor said.
Also worth noting: PAIR’s clean room integrations happened right on schedule (cough, third-party cookie deadline).
Pay To Stay
It’s official: Netflix is enforcing anti-password sharing in the US.
Netflix subscribers can only share their accounts with people who live in the same household, unless they pay extra.
Account holders can add a user outside of the household for an additional $7.99 per month, but there are limitations. Subscribers with the premium plan ($19.99 per month) can add up to two other user profiles. The standard plan ($15.49 per month) allows for only one addition. The basic plan, including the ad-supported version, does not support any additions.
But how many Netflix subscribers will be willing to fork over more than $20 per month?
The streaming giant expects moochers to instead sign up for Netflix with ads because it’s the cheapest option available at $6.99 per month.
“Our goal this year is to convert password sharing into paid accounts,” co-CEO Greg Peters said in January.
Even though Netflix knows anti-password sharing is unpopular and will result in subscriber churn, it’s under a ton of pressure from advertisers to get more people on its ad-supported plan.
Data Hungry
Vizio’s ads business leans heavily on automatic content recognition (ACR). But that alone isn’t enough to help marketers plan campaigns across channels.
On Wednesday, Inscape, Vizio’s data and analytics subsidiary, announced Commercial Feed+. The reporting tool detects streaming ad creatives so brands can manage reach and frequency on the creative level. To get a picture across streaming and linear commercials, it can help advertisers deduplicate audiences postdelivery, NextTV reports.
The tool’s predecessor, Commercial Feed, still has its uses, though. It reports viewing information in near real time, whereas Commercial Feed+ (because, plus) processes postdelivery ad reporting, which takes at least a day, Ken Norcross, Inscape’s VP of data licensing and strategy, tells AdExchanger.
More data or quicker speed? That is the question. But, hey, advertisers love options.
But Wait, There’s More!
Snowflake acquires Neeva to add generative AI-based search to Data Cloud. [release]
TikTok employees regularly shared unredacted US user data on Slack-esque collaboration platform Lark. [NYT]
Meta enacts its latest round of cuts, with 6,000 positions expected to be eliminated. [TechCrunch]
Microsoft appeals UK decision to block its acquisition of Activision Blizzard. [Bloomberg]
Seventy percent of ad agency employees say they’re spending more on contextual targeting to prepare for third-party cookie deprecation. [Digiday]
You’re Hired!
TV ad tech company Madhive hires Google and Pinterest alum Jon Kaplan as CRO. [release]
Former IAB CEO and CMO Randall Rothenberg joins Digital Remedy’s board of directors. [release]
