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| Big Tech Regulatory Pressure Mounts: FTC Accuses Social Platforms of Data Misuse, What It Means for Ad Ops |
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| It's a bad time to be a big tech conglomerate in digital media because attacks are coming from all sides. Regulators are on their necks and they don't seem to be letting off anytime soon. In last week's wrapper, we questioned, "Is the golden age of big tech over?" The answer would be yes if it were up to national and global regulators. Of course, we have the Google DOJ trial over Google's alleged ad tech monopoly. The EU also just fined Apple and Google billions of euros. Still, it doesn't stop there. On Thursday, the FTC reported that various social media and streaming platforms have extensively monitored users, including minors, gathering and distributing more personal data than many were aware of. The report stems from investigating the data practices of nine companies, including Meta, YouTube, and TikTok. These platforms, which predominantly provide free services, monetized the collected data by channeling it into targeted advertising based on user demographics. The FTC also noted that these companies neglected adequately safeguarding users, particularly children and teenagers. This report signals potential shifts in data collection and usage practices for ad operations professionals. The increased regulatory scrutiny means ad ops teams may need to re-evaluate their data handling procedures to ensure compliance with stricter regulations, especially concerning minors. This could involve implementing more robust consent mechanisms, enhancing user transparency about data usage, and exploring alternative targeting strategies that prioritize user privacy while maintaining ad effectiveness. Everyone is not on board with the FTC’s characterization of these practices. David Cohen, CEO, IAB believes that the FTC’s claim that the digital advertising industry covertly collects consumers' data for advertising purposes is far from the truth. “While we are still digesting the report, we are disappointed with the FTC’s continued characterization of the digital advertising industry as engaged in mass commercial surveillance,” said Cohen. On the other hand, Jessica B. Lee, Chief Privacy & Security Partner; Chair, Privacy, Security & Data Innovations, at Loeb & Loeb LLP found that the FTC’s research was not shocking. Further stating that “the status quo is unacceptable.” - AB |
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| Google Unveils AI-Driven Advertising Features at DMEXCO |
| Google may be in the hot seat with the DOJ, but they keep shuffling along with new AI features announced at the European digital advertising conference DMEXCO. The tech giant created the suite of AI-driven advertising features to improve campaign performance, control, and insights for advertisers. The new tools supposedly enhance Google’s Performance Max and Demand Gen offerings, incorporating advanced AI for better asset generation, creative flexibility, and improved reporting capabilities. We still have to wait and see if they will help brands optimize their strategies, boost ROAS, and deliver more personalized, impactful campaigns. But what exactly are the new features? AI-Enhanced Search Campaigns: Google's Gemini model now supports multi-language search campaigns, including German, French, and Spanish. Small businesses using Google Ads' conversational feature are 63% more likely to improve ad strength, says Brendon Kraham, VP of Search and Commerce. A New Creative Vision: Demand Gen campaigns use immersive storytelling on YouTube to engage audiences open to discovery. Google also expanded AI-powered image editing across search, Demand Gen, app, and display campaigns via Google Merchant Center. Optimization and Insights: Performance Max now offers more control over creative assets and expanded reporting. New features include campaign-level negative keywords and omnichannel bidding for Demand Gen, enhancing flexibility and reach. - AB |
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| New DEI Focused SSP Aims To Put More Money in Publisher’s Pockets |
| At least not everyone has given up on DEI initiatives in digital media. DXagency has introduced DXKulture, a DEI-focused platform designed to help brands, agencies, and publishers better target and engage underserved audiences using AI. Launched earlier this year, DXKulture curates inventory from over 1,000 diverse media companies and content creators, offering hyper-targeted audience segments across display, audio, mobile, CTV, and more. CEO Sandy Rubinstein explains that the platform's proprietary process integrates data from real audiences, contextual insights, language data, and viewability metrics to deliver more thoughtful targeting and ensure brand safety. Now operational across the Americas and Europe, DXKulture is rolling out globally, adding new markets daily. Although the company hasn't disclosed the number or identity of clients, it confirmed that Fortune 500 companies are using the platform. Beyond media, DXKulture offers marketing support, research and insights, advanced CTV measurement, campaign performance feedback, and creative services through DXagency's in-house team. But Neil Sweeney, Founder and CEO at Reklaim Ltd issues out a heads up for ad tech companies working on DEI initiatives. He warns that “there is a requirement for explicit opt-in on multicultural data and SPI. It’s something the industry does not understand.” - AB |
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