Edition #544
What constitutes a view changes all over again, Meta settles and Netflix / GTA 6 partner for an exclusive drop for subscribers.
Meta settled with multiple stage AGs on limiting teen usage of the platform.
Teens will be limited to just two hours a day on Instagram and Facebook, unless their parents give permission otherwise. And restricted from using the apps between midnight and 6am. And notifications silenced during school hours.
Autoplay can be turned off. And the algorithmic feed. Like counts will be disabled. And some excessive filters will be blocked.
As Australia has found, the challenge is age verification. Resourceful teenagers find a way. And does this push them to other platforms which are less stringent. Which is why Meta is calling on other platforms to adopt the same.
In some respects it’s like the drinking age. In New Zealand it’s 18, and the argument was, you’d rather they drink at a bar, with professionals and their peers. Rather than at house parties, unsupervised. In the US the age is 21, with teens doing the former, for the first few years out of high school.
It might mean, more parents feel comfortable having their kids use social networks, at a younger age?
YouTube is changing the definition of a view, rather than meeting a threshold of 30 seconds, it will be counted the moment a video begins to play.
This is going to mean, YouTube views will be more analogous to Twitter views. Expect counts to soar. Performance won’t change, but maybe how brands pay creators will.
This week GTA6 has partnered with Netflix, to give an exclusive look at the new game, available only to Netflix subscribers. Smart.
Notable stories this week
- USA Today Co. is reformatting content to attract more AI licensing deals.
- IBM and the USTA introduce new AI-Powered fan experiences for 2026 US Open.
- Brands are ‘Maxxing’ and ‘Mogging’ as they co-opt a controversial trend.
- YouTube videos are going to become more popular without becoming more popular.
- The Trade Desk’s Kokai refresh ditches the programmatic table.
- When Robots buy media: Future Maps the agentic AI shift in programmatic.
- A bigger head count doesn’t mean better marketing.
- Roblox announce new creator tools for analytics, A/B testing, and live ops.
- Building advertiser analytics in a post-identifier world.
- The secret AI lives of Gen Z.
- What Reddit’s ChatGPT citations collapse means for marketers.
- ESPN eyes more social content for Unlimited experience.
- New York Times test out AI generated search summaries.
- Vine inspired Divine revives six second loops and Bans AI.
- OpenAI is testing exclusion targeting for ChatGPT ads.
- Meta removes option to exclude ad placements.
- Should brands be patrons of Art and Culture.
- Higgsfield’s US $1m film festival turns creators into its growth channel.
- The case for and against programmatic-ification of the creator economy.
- The creator economy talks trust, but the market still pays for reach.
- The IAB is developing a framework to tackle AI advertising measurement.
- X announces global launch of lead gen ads.
- For GTA6 and Netflix, the ad is the entertainment.
- State ad taxes face hurdles after Maryland bill reversed.
- Why Xbox’s console ads could be a good thing for gaming.
- NBC News strikes ad sales deal with Taboola for programmatic display ads.
Deals/M&A
- Puck in advanced talks with RedBird for a deal valuing it around $250m.
Campaign of the week
- Netflix holding the premier of Grant Theft Auto 6, an extended look. If you want to see the GTA gameplay footage the second it drops, you have to be a paid Netflix subscriber.
Smartest commentary
- “Ad-supported tiers can open up a new way for players to enter the gaming sector without having to fork out for large upfront purchases” –Virginie Chesnais, CMO, Happydemics.
Datapoints of note
- Among 500 media planners, TV buyers and programmatic traders surveyed at U.S. agencies and brands, 91% of programmatic traders said the lack of show-level data limits CTV advertising, while 95% of media planners said show-level reporting would be valuable.
- Labeling ads as AI generated, cut click throughs by 31%. 73% of Gen Z and Millennials said clear disclosure would increase or not affect their likelihood of purchasing a product.
Events
- Advertiser CMO breakfast in October.
That’s it for this week.
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