Behind Headlines: 180 Seconds in Ad Tech — The Metaverse & Google Under Fire

3
at
3
minutes
Technical Level
August 6, 2021



Lauralyn Lamarche
Director of Brand & Communications
Frank Maguire
VP, Insights & Strategy

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about the latest antitrust suit against Google, the decline of streaming viewership post-pandemic, introduction of Twitch’s new ad format, the latest buzz around the topic of the Metaverse, and Alaska Airlines leveraging programmatic and AI to target younger travellers.

Hey there! This is Lauralyn and Frank at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of August 2nd in ad tech, in 180 seconds. Let’s go! 

Two Massachusetts companies filed an antitrust suit against Google; claiming the tech giant cut a deal with Facebook to fix ad rates in-auction to Facebook’s advantage. The suit claims the deal is a direct attempt on Google’s part to “cut off innovation and competition”, thereby violating federal antitrust laws. This isn’t the first time Google’s been accused of manipulating the auction for personal profit, after Texas filed an antitrust case over Google’s alleged secret ‘Project Bernanke’ in December. (Source: AdExchanger; AdAge; The Verge)

As the saying goes, ‘What Goes Up Must Come Down’. After a surge in TV and online streaming throughout the pandemic, platforms are now experiencing a decline in viewership. Roku specifically reported a drop in viewership of approxiately 1 billion hours from Q1 to 17.4 billion in Q2. Despite the drop in viewership, the company is still making groundbreaking revenue, having exceeded the half a billion dollar mark for the first time this year. Overall, trends continue to indicate the rise and dominance of CTV platforms as popularity with traditional TV continues to steadily decline. (Source: AdExchanger)

Twitch, the video live streaming platform, introduced their new ad format called ‘Stream Display Ads’. The format serves to be less disruptive to the user experience by appearing at the bottom or around someone’s stream. This allows users to continue to enjoy watching their content as opposed to pre and mid roll ad formats that pause or interrupt the screen. The platform is also in talks to integrate with Amazon DSP, adding to their programmatic video inventory. (Sources: AdExchanger, AdExchanger)

If you’re in the tech industry, you’ve probably by now heard the term ‘Metaverse’ come up in conversation. CEO Mark Zuckerberg made headlines last week, following the announcement that Facebook will become a ‘Metaverse company’ in the future. Although hard to define, the Metaverse is said to become a “virtual universe” in Web 3, the next major iteration of the Internet, enabling a future where distributed users and machines are able to interact with data, value and other counterparties. Only time will tell what new and exciting developments lay in store as we branch into this new era of the internet. (Sources: Digiday)

There is no doubt the travel industry took a hit during the pandemic. In an effort to bounce back, Alaska Airlines adapted their digital strategy to use AI and programmatic to target younger travellers who were more likely to travel sooner as COVID rates dropped. The company paused most of their traditional advertising and increased their ad spend towards programmatic to 15%, focusing on digital videos through social platforms to reach those younger audiences. (Sources: AdExchanger)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Lauralyn and Frank at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.


This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about the latest antitrust suit against Google, the decline of streaming viewership post-pandemic, introduction of Twitch’s new ad format, the latest buzz around the topic of the Metaverse, and Alaska Airlines leveraging programmatic and AI to target younger travellers.

Hey there! This is Lauralyn and Frank at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of August 2nd in ad tech, in 180 seconds. Let’s go! 

Two Massachusetts companies filed an antitrust suit against Google; claiming the tech giant cut a deal with Facebook to fix ad rates in-auction to Facebook’s advantage. The suit claims the deal is a direct attempt on Google’s part to “cut off innovation and competition”, thereby violating federal antitrust laws. This isn’t the first time Google’s been accused of manipulating the auction for personal profit, after Texas filed an antitrust case over Google’s alleged secret ‘Project Bernanke’ in December. (Source: AdExchanger; AdAge; The Verge)

As the saying goes, ‘What Goes Up Must Come Down’. After a surge in TV and online streaming throughout the pandemic, platforms are now experiencing a decline in viewership. Roku specifically reported a drop in viewership of approxiately 1 billion hours from Q1 to 17.4 billion in Q2. Despite the drop in viewership, the company is still making groundbreaking revenue, having exceeded the half a billion dollar mark for the first time this year. Overall, trends continue to indicate the rise and dominance of CTV platforms as popularity with traditional TV continues to steadily decline. (Source: AdExchanger)

Twitch, the video live streaming platform, introduced their new ad format called ‘Stream Display Ads’. The format serves to be less disruptive to the user experience by appearing at the bottom or around someone’s stream. This allows users to continue to enjoy watching their content as opposed to pre and mid roll ad formats that pause or interrupt the screen. The platform is also in talks to integrate with Amazon DSP, adding to their programmatic video inventory. (Sources: AdExchanger, AdExchanger)

If you’re in the tech industry, you’ve probably by now heard the term ‘Metaverse’ come up in conversation. CEO Mark Zuckerberg made headlines last week, following the announcement that Facebook will become a ‘Metaverse company’ in the future. Although hard to define, the Metaverse is said to become a “virtual universe” in Web 3, the next major iteration of the Internet, enabling a future where distributed users and machines are able to interact with data, value and other counterparties. Only time will tell what new and exciting developments lay in store as we branch into this new era of the internet. (Sources: Digiday)

There is no doubt the travel industry took a hit during the pandemic. In an effort to bounce back, Alaska Airlines adapted their digital strategy to use AI and programmatic to target younger travellers who were more likely to travel sooner as COVID rates dropped. The company paused most of their traditional advertising and increased their ad spend towards programmatic to 15%, focusing on digital videos through social platforms to reach those younger audiences. (Sources: AdExchanger)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Lauralyn and Frank at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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