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Adweek July 22, 2019

The all-new Adweek features news and information for marketing, media and advertising professionals that you can’t find anywhere else. Each issue includes profiles and interviews with top newsmakers, critiques of hot ad campaigns, the latest trends in print, digital and advertising and much more.

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Adweek, LLC
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3 мин.
the road to nextech

JULY 24-25 IN NEW YORK CITY TICKETS STILL AVAILABLE AT ADWEEK.COM Adweek: What has the upfront demand been like for your new “binge” and “pause” ad formats? How are they being deployed? Peter Naylor: For the pause ads, we have two beta advertisers from some of the world’s biggest advertisers: Coca-Cola and P&G. For Coca-Cola, it’s the master brand of Coke itself. When you hit pause, imagine copy that says, “For a pause that refreshes.” It’s contextually relevant. Then there’s Charmin, which is the brand from P&G, and when you hit pause, it says, “When you gotta go, you gotta go” with the Charmin bear. It’s contextually cute and interesting. When it comes to the binge ad, we haven’t launched our beta yet, but I can give you some examples for how we intend…

1 мин.
at face value

FaceApp, the popular utility that edits a person’s photo to imagine what they might look at an older age, went viral last week before becoming the subject of yet another data privacy concern. Founded in Russia by Wireless Lab in January 2017, the app recently caught a second wind—and the attention of celebrities and average people alike. Officials and privacy advocates have raised questions about the app’s privacy policy after realizing its terms give it rights to users’ photos. Some say FaceApp might aid in training artificial intelligence-powered facial recognition software, while others worry about millions of U.S. citizens faces and personal information being used by Russian intelligence. U.S. Sen. Chuck Schumer, D-N.Y., has even asked the FBI to investigate the app to learn how it collects user data and what…

1 мин.
in adweek history dec. 5, 1983

It’s not often that an ad campaign works so well that a brand has to yank it for the sake of maintaining civic order. But 36 years ago, it happened to a toy company called Coleco and a doll named the Cabbage Patch Kid. Originally branded as Little People, the dolls were created by a Georgia artist named Xavier Roberts using a German method called needle molding to give the fabric faces their signature pudgy pouts. When toymaker Coleco licensed the moppets in 1982—changing their name to Cabbage Patch Kids—it was not prepared for the demand. As the 1983 holiday season approached, “toy stores [have] become battlegrounds of elbow-throwing, eye-gouging parents gone loco,” Adweek reported. Concerned about shrinking supply (and, presumably, broken bones), the toy brand cancelled 60% of its advertising.” “Coleco Industries,”…

6 мин.
fbi’s ad fraud crackdown

The financial impact of ad fraud is expected to total $5.8 billion worldwide this year, invalidating 8% of display and 14% of video ad impressions, according to the Association of National Advertisers’ latest annual report. And while the conventional wisdom is that those crimes are perpetrated by foreign entities, multiple sources told Adweek that law authorities are beginning to zero in on U.S. soil and that those perpetrators are aided by programmatic players eager to legitimize their role in the often murky world of ad tech. While few people would speak on the record—due in part to the sensitive nature of ongoing legal cases and investigations—many in the industry indicated that the myth of the foreign bogeymen defrauding the U.S. ad industry of its hard-earned dollars could soon erode, as uncomfortable truths…

1 мин.
guarding against ad fraud

BAND TOGETHER The American Association of Advertising Agencies unveiled the Advertiser Protection Bureau in 2018, an initiative to help protect against a myriad of woes, including fraudsters. In early 2019 it then joined forces with TAG and the IAB Tech Lab to issue the Brand Safety Playbook to members. CUT OUT SHADY PARTNERS The growth of programmatic spend has shone a light on opaque practices in the space and simultaneously induced a widespread cull of vendor relationships by media agencies. Earlier this year, GroupM and Havas told Adweek how concerns around fraud, among others, prompted them to reduce sell-side ad-tech companies they work with by four times. SEEK LEGAL HELP The financial impact of fraud may be in decline, but some want to claw back lost budget, with Uber filing a multimillion-dollar case against media…

3 мин.
podcasting goes programmatic

Podcasting pioneer Panoply took media watchers by surprise last fall when the Slate-born network shut down the entirety of its content operations to train its full focus on ad tech. The move underscored a long-extant mismatch at the heart of the podcasting boom: While content production has flourished into a glut of wide-ranging titles with devoted audiences, the monetization needed to support that often-niche content has failed to keep pace. Advertisers are trying to figure out: are podcasts like radio or like digital? In a metrics-obsessed digital ads industry, podcasts have historically struggled to offer the kinds of targeting, measurement and packaged scale needed to sell advertisers on the types of smaller but more devoted audiences the medium tends to attract. But with recent tectonic shifts in the podcasting landscape, including Panoply’s…