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What was new in adtech this July

July kicked off with the California Consumer Privacy Act (CCPA) officially being enforced. The act relates to the selling, renting, releasing, disclosing, disseminating, making available, transferring or otherwise communicating orally, in writing or by electronic or other means, a consumer’s personal information by a business to another business or third party for monetary or other valuable consideration – got it! However, there are still questions as to what counts as selling information and which party manages the opt outs, according to Adweek.

Amidst brands boycotting Facebook, it would appear faith in social media platforms, on the whole, is diminishing. A report from the World Federation of Advertisers (WFA) finds nearly a third of major brands have paused ad spend on social networks. As WARC reports, while just 5% of some of the world’s largest brands have made the decision to withhold spend, a further 26% stated they are likely to do so.

It comes at a time when big brands such as Microsoft, Unilever, and Coca-Cola have stopped advertising with Facebook due to the way it handles misinformation and hate speech following calls from advocacy group Stop Hate for Profit. The Drum questioned the industry representatives on where they believed ad spend would go if Facebook were to disappear overnight.

Yet, as brands continue to boycott the social media giant and as a result of Covid-19, brands are shifting towards community advertising a report suggests. The study from Nextdoor found as consumer trends have changed in lockdown, brands have pivoted to local advertising. It also found 63% of consumers are likely to frequent local businesses more often as one in three have started using a new brand due to the innovative or compassionate way it has responded during the pandemic.

In another study which was released in July, Teads revealed that TV creatives reused for digital environments are not as efficient at driving attention. Roughly 85% of the creatives Teads received are still TVCs and not originally designed for digital environments. The global media platform, therefore, recommends ads should at least carry basic adaptations. The study found that by simply adding basic edits ad awareness increased by 18.5% compared to the original asset, with individual uplifts of up to 77%. Teaming up with Realeyes, Teads tested original and edited assets and established a strong link between in-lab attention metrics and in-market brand lift. Together they established that a 10% lift in Realeyes’ attention quality metrics leads to an average 25% lift in in-market ad awareness

Some good news in challenging times, the publisher-focused DMP Permutive announced it has succeeded in raising $18.5M in Series B funding. The funding was led by Octopus Ventures with participation from EQT Ventures and previous investors, and will be used for international expansion, as the company continues to grow market share in North America. Permutive is also making significant hires to its senior team. As publishers face a new privacy landscape, Permutive will use this new capital to continue to invest in research and development to help publishers monetize their data more successfully. TechCrunch interviewed Permutive CEO, Joe Root following the announcement.  

Omnicom Media Group (OMG) formally launched its new programmatic platform, Marketplace, which creates a 100% transparent ecosystem. Developed with the UK Government, Marketplace allows advertisers to see the full set of fees, and enables publishers to receive more ad revenue. According to Campaign, OMG says no money spent on programmatic through OMG Marketplace is lost in the “unknown delta”. The three pillars which operate together include; SSPs that are directly contracted by OMG (via Xandr), publishers paid directly by OMG instead of sequential SPP publishers, and a dedicated team at OMG which curates custom publisher inventory. 

In other news, full focus marketplace specialist, Maze-One, launched in the UK this July. Designed to enable brands to build more sustainable and profitable relationships on Amazon and other marketplaces, Maze-One works with well-known brands such as Unilever, Philips, etc, to give control, drive sales and enhance awareness. As brands increasingly look for a more direct-to-consumer and online relationship, Maze-One connects both large and small brands with up to 400 million shoppers worldwide.

One of the world’s largest independent ad exchanges, Index Exchange, revealed it is the first exchange to go live globally with LiveRamp IdentityLink. The integration will provide marketers with a permissioned, people-based advertising solution. With the Index Exchange header-bidding product, LiveRamp IdentityLink enhances publisher inventory and increases revenue monetization opportunities without the use of third-party cookies. You can find out more via AdTechDaily.

TikTok rolled out its advertising capabilities internationally, with Ads Manager, which allows advertisers to custom build campaigns. While these targeting abilities are not new, the expansion of self-serve opens them up to every TikTok advertiser as previously they were only available to a select few customers in certain markets. The social video app will also allow advertisers to target users based on more specific demographics including; gender, location, device, age, language and interest. As Adweek reports, the move could give the company an advantage in chasing the reach and targeting capabilities that other social media platforms provide.

Lastly, after stating it was still going ahead with increased health and safety measures, Dmexco announced it will now be a virtual event only. Europe’s biggest advertising and marketing show, dubbed ‘Dmexco @home’, will feature live streams, masterclasses, and deep dives with a range of speakers from across the industry, Mobile Marketing Magazine reports. But it claims there will still be plenty of networking opportunities with participants able to communicate with each other in audio and video room or via text chat. Still, it’s not quite the same as dashing around those busy halls picking up free tote bags and branded pens. Dmexco @home will take place on the 23rd and 24th September with tickets available to buy online.