With tens of thousands of Facebook pages joining the in-stream ads program every month, ad buyers say it’s growing less safe for brands.
| Facebook’s in-stream video program is getting crowded and ad buyers are getting nervous. Over the past month, the number of pages eligible to monetize their videos through Facebook’s in-stream ads program has leapt by more than 30%, with more than 24,000 pages joining the program, according to a regularly updated spreadsheet Facebook publishes for advertisers. This increase is part of a longer-term push by Facebook to home in on YouTube’s ad business, but the expansion is not being taken lightly by advertisers. “They're prioritizing maximizing inventory at the expense of making it brand safe,” said Erica Patrick, vp of paid social at MediaHub. Read more below. With tens of thousands of Facebook pages joining the in-stream ads program every month, ad buyers say it's growing less safe for brands. Since June, media companies have promised to improve their levels of diversity and inclusion, but employees say that talk has yet to lead to concrete actions or tangible results. Aside from DTC brands, there has been a slower adaptation of e-commerce from retailers and shoppers alike. That is until the pandemic hit. For Digiday+ members, while the challenges facing the industry have been, and will continue to be, painful, this moment of bucking traditional advertising cycles could be a necessary shake up. Other things to know about ICYMI: On a recent episode of The New Normal, Highsnobiety co-founder Jeff Carvalho unpacked how the landscape of high-end fashion has tilted towards accessibility. Watch the on-demand recording and view a breakdown of the key takeaways here. Publishers are just like brands when it comes to the damage fake news and misleading promises can cause in the form of deceptive advertising — the outcomes hit their bottom lines. New research shows what publishers are now doing to stop the influx in an unprecedented year of pandemic and divisive times. Sponsored by GeoEdge. | | |
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howdy! | Sponsored by Vevo | | Study: For multicultural viewers, music is the most resonant CTV content | | In a new study, music scores as a highly relevant content type for multicultural CTV viewers — driving as much as 70 percent receptivity in some cohorts. For advertisers, the lesson is clear: CTV combined with music videos equates to prime viewing sessions for ad receptivity across a range of diverse audiences. | | |
howdy! howdy! | Sponsored by CafeMedia | | As DSPs struggle, publishers worry about sequential liability | | Increasingly, publishers are eliminating risky technology partners due to concerns over sequential liability — a policy enabling DSPs and SSPs to delay ad revenue payments until they themselves receive payments from upstream partners. | | |
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