Here’s today’s roundup of AdExchanger.com news… Want it by email? Register here.
The search continues
Brave published a summary of the first year of its search engine. It has clocked 2.5 billion queries and now boasts a “Quality Score” that rivals Google or Bing – although Brave is a blow in terms of market share.
People Throw The Kitchen Sink On Google Search, But Can It Be Stopped?
Market intelligence sources Stirista and StatCounter show a gradual decline of around 1% in Google’s search share over the past four years. So not much.
Neeva, a subscription search engine, launched with powerful players and funding, although it must convince users to pay for something that has always been free.
DuckDuckGo has lost shares this year, Round table on search engines reported this week. He’s been in the throes of public relations fire over his deal with Microsoft. (Bing is the DuckDuckGo search backend.) Web researcher Zach Edwards showed that DuckDuckGo controlled Microsoft and LinkedIn trackers when it claimed to remove all third parties and removed all other tags.
by Bing recent news is an expansion in shopping. But Microsoft seems content with a single-digit slice of the pie.
The dark horses are Apple and TikTok.
There were rumors that a Siri-based search engine would debut at Apple’s recent developer conference. It didn’t materialize, but iSearch is in sight.
TikTok isn’t on search radars like Amazon or Bing, but when it comes to millions of people actually typing queries into a command box, it’s a serious player.
“In retrospect, it’s striking how little time Apple spent publicly discussing its AppTrackingTransparency initiative,” writes Ben Thompson on Strategy. “Just 20 seconds at WWDC 2020, stuck between updates on camera usage metrics and privacy labels in the App Store.”
Two years later, the entire mobile economy is still in shock.
The article is worth reading in its entirety – it’s a doozy and explores the finer details of Apple’s policy terms. But Thompson sums it up himself.
“Here’s the key point: when it comes to digital advertising, especially for games which make up the vast majority of the in-app advertising industry, transaction data is all that matters,” writes- he. “Any data that any platform collects, be it Meta, Snap, Google, etc. is insignificant in relation to whether or not a specific ad led to a specific purchase, not just in direct response to said ad , but also on the lifetime of the use of said application by the consumer.
This payout attribution is pretty much gone for Meta now. And a potential Apple app ad network would slide right into the valuable prop once occupied by Facebook.
Streaming through the slowdown
It’s no secret that ad-supported streaming services stumble over subscription-based models. SVOD revenues this year are expected to drop 6% this year, as viewers move to cheaper ad-supported tiers, Variety reports.
But the underlying reason may have more to do with good old market maturation than greedy consumers.
“There’s a maturity in how these services are handled,” said Liska Schmitz, managing director of Boston Consulting Group. Morning infusion. “You’re not just looking at growth – you’re looking at profitability.”
Growth ratings are great for startups. But in a saturated market like CTV, investors want companies to cut costs and add revenue streams (like advertising). The imminent threat of a recession only increases the pressure on profit margins.
Streaming companies are exploring their options to cut costs and increase profits outside of ads. Going in this direction, unfortunately, means layoffs and fewer creative projects.
Streaming players like original content because they fully control all inventory. But tighter production costs and viability thresholds will mean more money going to low-risk franchise shows.
Netflix, for its part, is trying all three tricks. In addition to plan an ad-supported tierNetflix is reducing its workforce and production lineup.
But wait, there’s more!
Australian mobile game developer Lumi Interactive is raising $6.75 million. [Gamesindustry.biz]
WPP and Ukraine are uniting in a campaign that portrays the country as open for business. [Campaign]
Twitter is introducing a new social shopping integration with Shopify. [blog]
In Cannes, marketers swear they are interested in the metaverse. [Digiday]
You are engaged!
Data monetization platform ArcSpan taps Kelly Merton as vice president of sales. [release]
CTV Sabio is hiring its first Chief Revenue Officer, Tim Russell. [release]
Proprietary data platform FullThrottle is hiring five ad tech veterans to help bolster cookieless solutions. [release]