Related point: Japan keeps an eye on Apple and Google

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ID is hot

Amazon released a new advertising product yesterday called “Ad Relevance.”

It's part of the same product suite as Amazon's Performance+, with platform AI overseeing campaign optimization and placement.

However, unlike Google’s Performance Max, Amazon Performance+ reports impression placement.

Ad relevance is specifically for buying inventory that does not have an ID. Many brands limit their bids to impressions that have an identifier because they care about reach or frequency, for example.

“Advertising identifiers are great,” Brian Tomasette, director of product and engineering for Amazon DSP, told AdExchanger, but replacing cookies with a single advertising identifier isn't a viable long-term strategy.

Additionally, ad relevance also reports reach and frequency (although this is a modeled version).

According to Tomasette, relying on advertising identifiers can lead to less accurate results than relying on the platform's modeled translation of reality. Relying on all the information about requests, ad frequency, and ad interactions and using machine learning to identify addressability is a better approach.

Third Party Chess

App store operators are facing increased scrutiny in another major market: Japan is set to enact its own privacy and antitrust laws next year, according to the Asahi Shimbun newspaper.

The law targets companies with influence in four areas: smartphone software, app stores, web browsers and search.

That is, Apple and Google.

These companies must allow third-party app stores, billing systems, and web browsers, and must allow their apps to link to third-party sites via a real browser (not an in-app version).

But how much impact will Japan's new law actually have on Apple and Google?

Eric Seufert of Mobile Dev Memo says it's not that different: Both Apple and Google have already announced plans to comply with similar EU digital market laws, but regulators have concerns about those plans.

More importantly, both companies introduced measures to circumvent the intent of these restrictions by making it virtually impossible for third-party competitors to establish roots on their systems. For example, Apple introduced new fees for installing third-party apps.

Japan adds more power to international enforcement, but will it really make anything better?

CreditsEdit

It will be fun.

According to a report from Search Engine Roundtable, Google Ads is asking advertisers to switch from credit card payments to bank payments by the end of July.

It makes intuitive sense that blocking credit card payments would hurt fraudsters and general bad actors who rely on credit cards instead of bank accounts.

Meanwhile, Ginny Marvin, Google Ads product liaison and trusted interlocutor, doesn't justify the change for these or any other security-related reasons: She tweeted that the goal is to provide a more consistent billing experience across advertisers. This is like eating air.

The change will be a big irritant to advertisers, big and small, many of whom save money on credit and may instead allocate that budget to card cash-back offers or rewards programs.

Google also makes more money this way, as they save a few percentage points on credit card fees (which is real money at Google's scale).

Perhaps more importantly, Google has replaced many of its human account services with machine learning-based software, sometimes using chatbots and familiar prompt-and-response experiences, as in consumer AI products like ChatGPT.

There is no longer any internal support for credit card processing.

But wait, there's more!

Meta launches Threads API and new AI tools. [Adweek]

LinkedIn is turning to B2C marketers in an effort to boost ad spend. [Digiday]

Research has shown that YouTube's algorithms are more likely to recommend right-wing and religious content to users. [NBC News]

Washington Post CEO Will Lewis was forced to cancel a highly lavish dinner in Cannes amid controversy over his and new editor-in-chief Robert Winnett's past reporting. [NYT] (Courtesy of Peter Kafka)

You're Hired!

Linda Boff, GE's longtime marketing chief, has been named the new CEO of advertising agency Said Differently. [WSJ]

Sources 1/ https://Google.com/ 2/ https://www.adexchanger.com/daily-news-roundup/thursday-20062024/ The mention sources can contact us to remove/changing this article

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