Is addressable linear a real thing now? ; Google’s new pixel pack

Wait, wait… Linear addressable?

AMC Networks announced a partnership with The Trade Desk and Magnite to deliver addressable advertising on linear television. “This is a huge development, for us and for the industry as a whole, unlocking the value of linear inventory,” said Evan Adlman, senior vice president of advanced advertising and digital partnerships at AMC Networks. AMC undertakes to make 100% of its linear reach available to addressable channels, Variety reports – although, it should be noted, this is not the same as selling all of AMC Network’s inventory through addressable purchases. Even though AMC is engaged, it still needs industry players to enable addressability. These ad purchases rely on clean room data integration services (such as Blockgraph or LiveRamp) which correspond to the identifiers between the programmer and the advertiser, with platforms to execute the transaction (The Trade Desk and Magnite in this case). Campaigns require the identification of a connected and authenticated viewer, recognized by both the advertiser and AMC Networks, and there should generally be direct integration with the Smart TV operating system. If not, an addressable ad can only access TV streams via video-on-demand or satellite services from set-top boxes that can sell part of the inventory. “We believe in improving the efficiency and automation of programmatic purchasing,” said Adlman. Which is a pretty amazing statement in itself, considering that broadcasters have long loathed the P word.

Pixel Passes pack a healthy dose of packaged goods

Apple’s new iPhone and MacBook models start at $ 1,000 and $ 2,000, respectively. Twenty-four hours after the release of the MacBook, Google unveiled its new Pixel smartphone, starting at $ 599 – a discount of $ 100 from the previous model. However, Google is borrowing a strategy from Apple by releasing its first major set of data, media and cloud services tied to a monthly installment plan for the smartphone. The Google Pixel Pass, as it’s called, includes 200GB of Google One cloud storage, YouTube Premium, YouTube Music Premium, and Google Play Pass (a game subscription), The edge reports. This is a good discount for customers who subscribe to one or more ad-free services from Google, or for those who would be happy to ditch a competitor’s version to save money. But Google has strict rules to keep customers from eating and rushing, so to speak. Anyone who cancels the Pixel Pass pays the remainder of a two-year contract at an “unreduced price” – and loses access to each of the bundled services.

Big tech breakers

Sense. Amy Klobuchar (D-MN) and Chuck Grassley (R-IA) are mobilizing support for the American Innovation and Choice Online Act, which would tighten the rules on tech companies that span many markets or platforms. The release of Senator Klobuchar cites many usual suspects whose side-fuss has become Google and Facebook in legal and antitrust forums. Roku senior vice president of corporate affairs John Kelly, for example, said his company supports the bill “to modernize our competition laws, promote innovation and protect consumers in the era. digital”. DuckDuckGo Founder and CEO Gabriel Weinberg proclaimed that the law would “make it clear that self-preference behavior … is illegal, and allow consumers to actually choose the services they want to use without platform interference. dominant ”. Spotify’s legal director, Horacio Gutierrez, is unsurprisingly in favor of modernizing competition law in the United States. “Gatekeeper platforms use their power to distort markets by fabricating selfish advantages at the expense of American consumers and competitors.” Executives from Yelp and Match Group also stepped in to support the proposal (and disparage Big Tech).

But wait, there is more!

New Sharp TVs with the Roku operating system. [The Streamable]

Tremor acquires CTV Spearad’s ad server for $ 14.7 million, which he plans to integrate into his SSP Unruly. [Advanced Television]

Epsilon and Vistar Media Partner to Expand Audience Segments to DOOH. [release]

Gaming products are infiltrating retailers and home goods brands. [Modern Retail]

Alphabet CEO Sundar Pichai calls for federal technology regulation. [TechCrunch]

IAB: The internet economy has created over 7 million jobs, fueling US growth. [blog]

You are engaged

Max Gendler is the new head of consumer data governance at News Corp. [tweet]

The Audience Town real estate ad platform calls on Karl Vontz as marketing director. [release]

Video storytelling tech startup StoryTap is bringing in four new leaders. [release]

Mozilla hires Imo Udom as senior vice president of innovation ecosystems. [release]


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