Google vs. ad trackers, Facebook's staying power, and the TV giants' dilemma

Sundar Pichai

Hello!

This past week brought fresh signs that the tech giants are in
charge, as if we didn’t know that already. 

First, Google is planning to make it easier for people to use
the biggest web browser, Chrome, without being tracked by companies
other than Google. Lauren Johnson
broke down the implications:

  • It’ll limit advertisers’ and publishers’ ability to make money
    from targeted ads but may be a boon for privacy.
  • Google stands to win since it has reams of its own data across
    its own search, email and video services that can be used for ad
    targeting, while Facebook has the resources to withstand onerous
    rules and regulations.

Also last week, Chris Hughes’ call to break up Facebook was an
opportunity to examine how Facebook became such an advertising
powerhouse, despite years of measurement missteps and other
scandals — and
what it’ll take for advertisers to abandon it.
Key points:

  • Advertisers might abandon Facebook if targeting limitations
    hamper its effectiveness.
  • The beneficiaries of such a shift are likely to be Google and
    Amazon, though.

Meanwhile, with upfronts in full force this week, the
TV business has stalled
in efforts to come together and agree
on how to modernize how TV is bought and sold — moves that could
help them fend off the rise of Google and Facebook. That could
change as TV starts feeling the pinch from advertisers cobbling
together enough audience on digital platforms that they don’t need
TV as much.

This is your weekly Advertising and Media Insider newsletter,
where we recap all the big stories we worked on this past week.
What did we miss? Send me tips or feedback at
lmoses@businessinsider.com.

Here are other stories we’ve been reporting. (Read most of the
articles here by subscribing to BI
Prime
; use promo code AD2PRIME2018 for a free month.)


An ESPN exec explains how the network is embracing Amazon’s Twitch
to fuel growth

Just about every sports media company is trying to cash in on
esports. Ashley Rodriguez talked to ESPN’s Kevin Lopes about how
it’s experimenting with platforms like Twitch and YouTube to figure
it out.


‘It’s a contrarian take’: A prominent ad-tech veteran is pumping
money into advertising and marketing companies — even as the
industry faces doom and gloom

The rise of the tech giants also has figured into the boom and bust
in ad tech companies. Lauren spoke to longtime tech
exec-turned-investor Eric Franchi about why he still sees some
bright spots out there in ad tech startups.


YouTube is trying to resurrect 6-second ads, but data suggests that
advertisers have moved on

The story of 6-second ads shows how hard it is to change industry
practice. The format was supposed to be an answer to dwindling
attention spans, but it’s hard for advertisers to figure out how to
deliver a memorable message in 6 seconds.


The New York Times is starting a new parenting site with an eye
toward subscriptions, but it faces big online
competition

The Times has launched its third vertical, NYT Parenting, that will
eventually turn into a subscription product. We broke down the
challenges it’ll face with this vertical that it might not have
encountered before.


Jeffrey Katzenberg’s Quibi has poached a key Snap ad sales exec as
it ramps up its pitch to big brands like P&G and
Anheuser-Busch

The forthcoming mobile streaming video company has hired Marni
Schapiro, Snap’s former director of retail sales, as its head of
North America advertising sales. She may have an upward battle — a
source pitched on Quibi sponsorships has called the amount of money
sought
“outrageous.”

Here are other stories in tech, media, and advertising you
should check out:


Inside the editing of ‘Avengers: Endgame,’ which included drastic
changes to Black Widow’s big moment and the time-travel
scenes


Uber blew as much as $3.2 billion on advertising alone in 2018 on
its way to one of the biggest US IPOs on record


Amazon built its $26 billion cloud with developers, but Microsoft
is spending big bucks and changing its game to woo developers to
its camp


HBO’s new Muhammad Ali doc tells the boxer’s story in his own voice
thanks to 4 years of archival digging


Shake Shack is on a growth tear. Here’s how its first chief
marketing officer plans to use his angel investing, film
production, and political activism background to steer the brand
through its next phase.


Join the conversation about this story »

NOW WATCH:
There are 7.7 billion humans on Earth today. Here’s what would
actually happen if Thanos destroyed 50% of all life on the
planet.

Source: FS – All – Entertainment – News
Google vs. ad trackers, Facebook's staying power, and the TV giants' dilemma