Wed Sep 25 04:03:06 UTC 2024: ## Google Ad Tech Trial Highlights & Industry News: WhatsApp Channels Rise, Streaming Rivals Squabble

**Google Ad Tech Trial Enters Week Three**

The US vs. Google ad tech antitrust trial continues, with Google now calling its own witnesses. One notable moment saw Kendall Oliphant, the Census Bureau’s chief of contract programs, testifying about their ad spending. While lacking ad tech expertise, she highlighted the Census Bureau’s hefty $364 million ad budget used for promoting the 2020 Census and job recruitment. Google is using this testimony to emphasize that advertisers don’t solely rely on open web display and move their budgets freely across different channels, showcasing the competitive nature of the wider ad market.

**WhatsApp Channels Gain Traction as Publishers Seek New Audience**

With referrals from social platforms like Facebook declining, news publishers are increasingly turning to WhatsApp Channels for traffic. This feature, launched last year, enables publishers to directly message their followers, sharing links and full articles. Several major media organizations have already established Channels with millions of followers, and some, like the Financial Times, have created channels dedicated to specific news topics. WhatsApp Channels are proving particularly effective for reaching international and non-English-speaking audiences, given that 95% of its users are based outside the US.

**Streaming Services Spar Over Collaboration**

In the streaming world, Comcast, Warner Bros., and Paramount are still struggling to establish their respective services, Peacock, Max, and Paramount Plus. With each commanding less than 2% of US TV viewership, they face stiff competition from Netflix’s dominant 8.4% market share. Despite acknowledging the potential benefits of collaborating, these players are hesitant to give up control over their platforms, believing they can still compete individually. However, as the battle for viewers intensifies, a “Marvel-style” collaboration might become inevitable.

**Other Industry News**

* **Data Acquisition and Privacy:** Attain acquired Merryfield to expand its data portfolio, while concerns about TikTok’s data practices persist. Several states have enacted comprehensive data privacy laws, but only two included explicit civil rights protections.
* **Focus on First-Party Data:** Dave & Buster’s prioritizes first-party data collection, and Roku remains committed to set-top boxes despite the rise of smart TVs.
* **Measuring Advertising Effectiveness:** The control and measurement of performance advertising continues to evolve, while brand advertising remains stuck in traditional approaches, facing challenges in quantifying its impact.

This news round-up offers a glimpse into the evolving landscape of advertising and media, highlighting key trends such as the rise of WhatsApp Channels, the ongoing challenges faced by streaming services, and the increasing importance of data and privacy. The Google ad tech antitrust trial remains a major focal point, offering insights into the dynamics of the digital advertising market.

Read More