Netflix Seeks Chief Executive for Its Advertising Business; Facebook changes algorithm to imitate TikTok

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Netflix isn’t just vetting third-party vendors for its pre-launch ad business (although it is vetting vendors, to be clear).

The broadcast leader is looking for an executive to lead its incubating advertising business, The Wall Street Journal reports.

The new hire could be a critical decision maker, as Netflix can test and tinker with all kinds of ad revenue options. “Netflix has considered, among other things, creating an ad-supported option for each of its three tiers of service, which offer varying degrees of image quality and the number of screens that can be used simultaneously,” the people said. knowledgeable about this matter. Diary.

Some options may not include advertising, such as promoting a studio with a special content bar on the Netflix home page. Other tiers may serve ads between shows.

“We are still in the early days of deciding how to launch a lower-priced, ad-supported option, and no decisions have been made,” according to a Netflix spokesperson.

Two names said to be in the mix for the Netflix gig are Peter Naylor, Snap’s VP of ad sales and former longtime head of ad sales at Hulu, and Comcast’s Head of Advertising Growth Pooja Midha , who has been interviewed extensively.

Create a new chart

Facebook has a history of making major changes to its business model virtually overnight. There was its explosion in the advertising scene, obviously, as well as its focus on mobile (people think of Facebook as such an app-focused business, it’s easy to forget that it started as a website), and its revenue went from News Feed in Stories posts. Not to mention the entire “Meta” rebranding.

And Facebook has undergone the same kind of fundamental overhaul over the past year as it adjusts to a world of global privacy laws and the Apple ATT.

Eric Seufert summarizes Facebook’s change as the transition from a “friend graph” to an “open graph” model – the even more jargon way to describe the open graph is a “discovery engine”.

If you think that sounds like TikTok… you’re right. Facebook wants to become more like TikTok.

The open graph model helps Meta in two main ways. First, it incentivizes creators to create and post more content to its network, as content can theoretically reach many more people with an algorithmic recommendation engine, rather than friends and followers. Second, it expands the pool of content viewed by average users – and thus should increase time on the platform.

The ongoing problem of program propaganda

Despite industry efforts to demonetize misinformation, major brands and government advertisers still serve programmatic ads on sites they promote bare confession for the stolen 2020 election.

Online news watchdog NewsGuard found at least 1,975 brands advertised in 166 publishers it classifies as purveyors of lies and conspiracy theories. Marketing Brew reports.

NewsGuard and Marketing Brew found ads from big-ticket brands including AT&T, Kia, Honda, Mastercard, Kohl’s, Logitech, Blue Cross Blue Shield, Amazon and Pottery Barn served up on some pretty attractive sites.

In addition, ads from federal agencies such as the CDC, the Department of Veterans Affairs, and HealthCare.gov also appeared. That means federal tax dollars fund content that watchdogs consider propaganda.

or previous NewsGuard report suggested about 2% of spending funds on misinformation advertising. Given these recent findings, it appears that brand safety solutions are not protecting advertisers from placing programmatic ads alongside propaganda and are even missing some of the low-hanging fruit when it comes to inventory filtering.

But Wait, There’s More!

Oracle Advertising just laid off staff and some are angry that they are facing huge losses in stock compensation. [Insider]

Google removes language in the help document calling the search panel’s hidden search data “very rare.” [Search Engine Land]

Tech startup funding falls by most since 2019. [NYT]

Samsung is targeting B2B users of its new phone with a consumer branding campaign. [MediaPost]

IAS announces verification of certified audio ads for use on Pandora. [release]

Amazon Prime growth stagnates in the US after recent price hikes. [Bloomberg]

You are hired!

Crain Communications hires Jon Otto as chief commercial officer of advertising sales. [Ad Age]

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