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Can Netflix Rescue CTV? Mobile Skype Apple and Google

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Here’s today’s AdExchanger.com news report… Want it via email? Participation here.

“Flex Flex

Netflix plans to add ads. The question is, isn’t it? and how?

Whether Netflix’s plan was to attract shareholders or restore revenue (or both), company executives “didn’t have much conviction” when they announced the idea on Tuesday’s earnings call, Mike Shields wrote in Articles.

According to Shields, the news that Netflix is ​​considering ad-supported options is the antithesis of its very “core.” But if Netflix must succumb to the forces of AVOD, it should consider The shoddy CTV ad viewing experience And make sure to lead in terms of quality.

One hint that CEO Reed Hastings gave from Netflix earnings last week suggests that the company is considering defaulting to market tech providers for its platform ad tech business.

“We can be a direct publisher and get other people to match the great ads,” Hastings said.

Regardless of who funnels ads into content, Netflix is ​​still responsible for creating a viewable ad experience — viewers won’t dismiss blurred ads as “just an SSP fault,” says Shields.

To get AVOD right, Netflix must own its advertising business and build its operations from the ground up, then rely on outside help, he says. And it can work – just look at Amazon. After the motorized advertising products inside the housing, it has a file $31 billion for advertising business.

All things Goog come to those who wait

Apple iOS and Safari make sudden (even surprising) changes to privacy standards, so developers are shocked when they adapt to the change.

Google Android and Chrome versions don’t fall like lightning strikes. But constant drumming adds.

It’s possible that one of the recent updates hasn’t been on your radar: Chrome strengthened its feature policy, which allows or prevents third-party technology (such as browser extensions or ad technology) from using certain features, and changed the name to Permissions Policy.

The change is referred to as “permissions”. Now developers must have explicit permission to collect data about geolocation, for example, play or influence an iframe. Previously, third-party technology could have been preemptively blocked by the publisher or user but did not need proactive consent.

More data will also be returned as blank instead of “none” (whether there is a camera, for example, or widescreen mode). Nothing is still data and can be one element of the “fingerprint” of many features about this device.

It’s a simple change. And for big changes – like turning off third-party cookies in Chrome, IP addresses drop and sunset OG Google Analytics – Google gives months or years of lead time (years and years, in some cases).

But one day we’ll look around and realize that it’s a whole different scene, and much more to Apple-y Google mobile phones.

What is the web that we weave

The number of Internet users is expected to reach 4.55 billion by the end of the year, according to the annual E-Marketing standard. This is a 2.7% jump from last year and 57.4% of the total world population of all ages.

The growth rate is dropping after a big jump of 7.7% in 2020, when everyone was stuck indoors and kids were studying remotely.

There are still broad global scopes for Internet adoption. In North America, 89.2% of the population is online. Only 29.8% of the Middle East and Africa region uses the Internet.

There is still a persistent gap in mobile phones that do not connect to the Internet. The percentage of smartphones in the Middle East and Africa is 14.2%, while the mobile phone coverage is 36.6%. The worldwide smartphone penetration rate has reached 44.8%. But 64.8% of the world’s population owns a mobile phone (which means that a fifth of the world’s population uses smartphones).

But wait there is more!

Amid the losses, Netflix is ​​betting on a bold strategy around video games. [WaPo]

…and investor Bill Ackman says he doesn’t care about his 0.68% stake in the streaming giant. [Variety]

The backlash that followed the GDPR against consent popups is a misleading argument. [Adweek]

Scammers find loopholes in Apple Pay’s multifactor authentication. [Vice]

Advertising technology tends to play games – but it’s not easy to do right. [WSJ]

The Media Evaluation Board has not finished examining Nielsen. [MediaPost]

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