RACISM COMES TO ONLINE RADIO: So this isn’t good. Up until now digital media’s controversial content problem has been limited to video and social platforms like YouTube and Facebook. But thanks to some investigative reporting by Buzzfeed in the attached link, it looks like racist and neo-Nazi content is thriving on audio streamers too. Publishers like TuneIn, Stitcher and especially user upload-based SoundCloud are inadvertently home to specialty stations like Radio Aryan, Renegade Broadcasting and others. These channels are blatant about what they stand for – one even claims that it’s “radio for white people”. And where there’s racist content there’s sure to be an unsuspecting advertiser whose ad gets placed next to this trash. So far brands like McDonald’s, Kaiser Permanente and Lyft have been spotted on these race-based stations. Of course these brands aren’t looking to advertise here. They’re innocently buying a broader audience segment which happens to include these stations. Looks like even the audio streamers need to clean up their content houses.
TIME COMES TO DIGITAL MEDIA MEASUREMENT: Pun intended here . . . it’s about time. In the post-scale world we’re living in most marketers understand the value of time spent with an ad unit, because time is a proxy for engagement. But up until now formal standards haven’t been in place to assign value to time spent. That’s why yesterday’s announcement by the MRC to implement a new standard called Duration Weighting is such an important step forward. The article itself is fairly technical, so I’ll boil it down for you. With Duration Weighting the value of an impression delivered can be indexed up if time spent with the ad in view is longer, and even indexed down if ad view time is shorter. The new standard is still in draft form, so expect a formal rollout of Duration Weighting sometime during the first half of 2018. Which means we’re in the ironic position of still having to waste time waiting for a way to measure time.
WHERE THE PUCK IS GOING IN 2018: One of the most famous sports quotes of all time came from Wayne Gretzky when he explained his success in hockey by saying “I skate to where the puck is going, not where it has been.” This is the perfect mindset to have as we wrap up 2017 and look to next year. So where is the puck going for Digital Media in 2018? AdWeek asked a number of industry experts what to expect for the upcoming year and then framed out their responses in the attached link. The overall tone was very optimistic in a “we’ll finally get there” kind of way. Here’s a summary of the seven highlighted themes: 1) AI to amplify but not replace, 2) Machine Learning comes to programmatic, 3) Header Bidding hits mobile, 4) Brand Safety finally gets real, 4) Deep Neural networks will begin interpreting data for us, 5) the Ad Fraud war is won, and 7) Blockchain comes to AdTech. Are you versed in each of these topics? If not, and you want to stay relevant in digital media, it might be a good time to get your hockey skates on.
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