Here’s today’s AdExchanger.com news roundup… Want it by email? Register here.
a jeff of all trades
Trade Desk CEO Jeff Green touted retail advertising as a huge growth opportunity in a presentation to TTD investors this week. Green says the market could soon reach $500 billion (retail media currently does maybe $50 billion per year, $40 billion going to Amazon), Well-informed person reports.
“Now you can show an ad to a consumer and then see when that same consumer actually buys it in a physical store,” he told investors. “It creates a level of efficiency in the open Internet that we’ve never had before.”
However, that is easier said than done.
For one, retail advertising is new to The Trade Desk. It’s a different business, with more searchable items and requiring connections to the store’s warehouse and inventory.
The category already boasts the 400-pound gorilla Criteo, plus Publicis-owned CitrusAd, Microsoft’s PromoteIQ and other strong contenders.
The Trade Desk has the latest flagship client: the great ‘Wal’ himself, or Walmart.
But the deal with Walmart is not lucrative for TTD. Like Microsoft, it is flexible in its acceptance rate for Netflix ads. Everyone is making wild concessions to get that anchor customer.
Also, retailers are not like digital publishers who contribute inventory to open programmatic campaigns. Walmart Connect DSP is a walled garden with a familiar TTD interface.
Is BeReal real?
What is all the talk about BeReal?
The French photo-sharing social media app launched in 2019, but it got huge traction this year.
Research says that more than 90% of BeReal users downloaded the app this year, 40% of which are in the US, which means sellers are circling like hawks.
Big-name brands like Chipotle and elf Cosmetics (family members of early adopters of channels like TikTok and Twitch) have tested BeReal, digiday reports.
But BeReal currently does not support advertising.
Advertising is against the terms and conditions, and even organic attempts can’t go that far because there’s a limit to the number of users an account can add as “friends.”
The idea behind BeReal is to give people content that is, well, real, which typically doesn’t include ads. It’s meant to be for a small group of real friends, not fans.
BeReal may add search-based advertising opportunities. For now, though, conversations with brand marketers about the platform generally “die,” Charlie Naus, managing director of creative agency Carson + Doyle, tells Digiday.
Could BeReal go the way of Instagram, when that path meant being acquired by a parent company that can squeeze value and grow the number of users to a billion?
bearer of bad news
The web is littered with remnants of news content productions that bought a Facebook initiative.
Going to video is a punchline, at this point. But don’t forget about the puny investments in local news that were just coupons for Facebook advertising. Or the publishers who invested in Facebook content, only to have Facebook stop all news in News Feed. Instant Articles, lol.
What about the last few years, when Meta commissioned $100 million worth of reports for its News tab? They I gave it up in Julybased on a reprioritization of the news to the opportunities of the “creative” economy.
Which is a long way of saying, are you really surprised that Facebook unceremoniously pulled the plug on its subscription newsletter product, Bulletin, which was essentially a makeshift version of Substack?
“While this off-platform product itself is ending, we remain committed to supporting the success and growth of these and other creators on our platform,” according to a statement from a Meta spokesperson to The New York Times.
But wait, there’s more!
YouTube in secret conversations with their own TV screens. [Australian Financial Review]
Google agrees to pay $85 million to settle Arizona consumer privacy lawsuit. [Bloomberg]
Will SKAdNetwork 4.0 finally end device fingerprinting? [Mobile Dev Memo]
Walmart works with live video shopping platform Firework to add shoppable videos. [The Drum]
As the CEOs of Disney and Comcast scramble for control of Hulu, experts describe confusion and frustration. [Insider]
Speaking of Disney, it’s stuck doing damage control after opposing the “Don’t Say Gay” law (and Florida fought back by withdrawing funding). [Variety]
You are hired!
Chicken Soup for the Soul hires Phil Oppenheim as chief content officer. [release]