How Twitter Blue does things differently; And more and more retailers are joining Ad Platform Biz

Blue bolt

Twitter Blue, Twitter’s $ 3-per-month subscription service, was applauded this month by digital media and news editors excited to see a tech platform slash their share of revenue. Participating publishers deliver ad-free articles on Twitter’s in-app browser and in return earn a share of the Twitter Blue subscription pool. The share of rev is distributed by user according to the time spent.

Twitter’s stated goal is to earn at least 50% more with ad-free Twitter Blue posts than ad-supported posts. More than 300 sites have registered to date. But while the subscription share is the big draw, Twitter Blue has other draws. On the one hand, publishers own the data from the Twitter Blue reader as if the activity was happening on their own site, which it is. Publishers don’t see the same data with Facebook’s in-app browser. (Also, take that, AMP.)

But Twitter pales in comparison to Facebook in terms of referral traffic – 1.6% to 24.1%, according to Parse.ly. But walled garden platforms have treated media partnerships as an extension of their “black boxes,” and Twitter is changing that with a transparent model, said Mathew Ingram of the Columbia Journalism Review. Pub week. “In the past, the relationship between platforms was generally limited to ‘We give you money’. It seems much more related to the activity of the reader.

A chain reaction

When people think of retail media, they think of Amazon, Walmart, and maybe Target or Kroger. And, to be frank, only Amazon has any significant ad platform business that goes beyond brands present in a store being forced to spend retail marketing budgets as part of a distribution deal.

But every chain is in the idea, from auto parts retailers to department stores.

AutoZone, for example, announcement Tuesday that it is launching a media platform backed by e-commerce retail advertising provider Quotient. It’s the Circle of Life in action, given that earlier this month Quotient announced it was ending its partnership with Albertsons now that the operator of the grocery chain said it had the ability to develop its advertising activity internally.

Macy’s is also taking control of its own destiny with Macy’s Media Network, the department store’s advertising business, and it’s not selling short. Macy’s is looking for a minimum of $ 25,000 for Sponsored Product Ads, $ 50,000 for Onsite Display Ads and $ 150,000 for Multichannel Audience Expansion on the Web and in Apps, Initiated reports. But the company is working hard to expand its offering with more formats and inventory options as methods to achieve overall KPIs such as sales, brand awareness, ROAS, and new customer acquisition.

Sharing is loving

YouTube’s live TV bouquet, YouTube TV, is in talks with digitally-focused companies to produce channels that it would broadcast under an ad-sharing deal, instead of paying a fee. distribution like YouTube does with traditional networks. Brat TV and pocket.watch, two studios that produce shows aimed at teens and children, are in talks with YouTube TV, Information reports, as does Vox Media, which produces short informational videos and non-fiction shows. YouTube TV already offers similar ad sharing agreements, notably with Cheddar.

Digital media networks have low ratings against cable TV standards. But they don’t cost YouTube anything and also add to its large wall-mounted screen inventory. YouTube’s main app is already number one in ad-supported CTV, but, hey, every inch of market share counts.

In addition, YouTube wants to get out of the massacre of traditional programmers. YouTube TV was set to give a $ 10-a-month rebate over a dispute with NBCU, if NBCU pulled its networks, though the two sides came to an agreement.

The ad-sharing deals with digital media are “a cover to give them strength in upcoming negotiations with Disney and Viacom,” said a digital media official in negotiations with YouTube TV.

But wait, there is more!

Cleanrooms, explained: How they became the hottest tool in advertising technology. [Marketing Brew]

How fake news on Facebook helped fuel a border crisis in Europe. [NYT]

OOH Place Exchange multimedia platform partners with Uber for car inventory sales. [Adweek]

Electronic Frontier Foundation: Google’s Manifesto V3 is open web politics disguised as sheep. [blog]

DuckDuckGo introduces a feature that blocks third-party trackers in any Android app. [PCWorld]

Trendy soap brand Lush Cosmetics says it is quitting social media because these platforms harm mental health, especially for teenage girls. [CNN]

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