GOOGLE VS. THE MRC:    In September there was a surprising outcome during a standard MRC audit of Google’s ad serving platform.  In the audit the MRC concluded Google’s method of counting mobile impressions served didn’t meet its criteria, which was just updated in April.  As a result Google lost MRC accreditation for that part of its business.  So what happened?  Up to now Google has counted impressions served on the fetch – meaning when the server calls up the ad an impression is counted.  But the MRC’s updated standard for mobile, which now matches web, requires at least 50% of the ad must be in view for at least one second.  In other words, the ad must actually be rendered, and not just fetched.    I’ve included two articles below on this –  the first one from Business Insider outlines the issue, and the second from AdWeek discusses Google’s remedy to change its methodology and regain accreditation.  Interesting stuff in an ever-changing mobile ad tech landscape.  (1) http://www.businessinsider.com/google-doubleclick-suspended-from-media-rating-council-accreditation-2016-10?mkt_tok=eyJpIjoiWVdZNFlUYzBZamRqT0RJMyIsInQiOiJ2YnR5Y0hrV2MrYmMyUVZmUmpqY0RsYUE4OVlYbFlTemRMV0plb0tjUG15djhPYkhHTjF4MXhmYzVsSFJjNUR0Tk4xak95R2I5d0pNXC9TdG9kbTV4WEdUcEc1TGxvSEFMV2NVRXRmWlNzMm89In0%3D  (2) http://www.adweek.com/news/technology/google-rolling-out-new-technology-publishers-count-mobile-viewability-174023

DIGITAL TAKING OVER THE DASH:  Over the past few years we’ve seen the proliferation of digital apps in the connected car dashboard.  Pandora was one of the early pioneers, and is currently in over 140+ car models spanning 20+ manufacturers.  For a peek into the next chapter of this evolution check out the following article from RAIN.  The author predicts Apple Carplay and Android Auto are about to hit ciritical mass (as early as 2017), and usher in an open-architecture model of tomorrow’s digital dashboard.  Picture either of these two ecosystems as the overall highway to deliver content to the dash, and the individual broadcasters/publishers as the cars on highway (car analogy overkill, I know).  So what does this mean for the radio industry?  Up to now broadcasters have enjoyed a near-monopily on the buttons in the dashboard, and as a result in-car listening makes up over half of radio’s total listening time.  Moving forward expect total time spent with AM/FM to massively erode once consumer choice begins to proliferate in tomorrow’s connected car.  http://rainnews.com/apple-carplay-and-android-auto-are-about-to-explode/

LESSONS IN CRISIS MANAGEMENT:  And finally this week, I wanted to share an interesting media case study from a few years ago.  For a point of reference consider the current fiasco Samsung has on it’s hands with it’s Note phones’ batteries catching fire, and then even the replacement phones having the same problem.  Things are so bad that Samsung had to ship retailers fire proof boxes to send it’s defective phones back in.  Worst PR situation you’ve seen, right?  Well maybe not.  Consider what P&G went through with it’s Pampers Dry Max diapers in 2010.  They had a crisis on their hands when word spread through early social media that Dry Max caused chemical burns on babies’ skin.  This is absolute last thing you want to be known for as a diaper brand.  So what did P&G do to crisis manage this situation?  The following throwback article takes you deep inside their PR war room in May of 2010.  The decisions made, and the lessons learned about getting in front of sitautions and owning the narrative, are relevant today for Samsung or any other business in the crosshairs of a crisis.  Great weekend read if you have the time!  http://adage.com/article/news/pampers-battled-diaper-debacle/143777/

Have a great Friday (and weekend) guys . . . and GO CUBBIES!!!