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revolution
Just last week, this newsletter He pointed to a shift in which fintech companies and credit companies are entering the sales of advertising data.
The latest company in this trend is Revolut, a fintech business that caters to travelers and consumers around the world.
“Maybe we can become the media.”[business]…We have data about viewers and viewers, and this is where we monetize it,” says Antoine Le Nel, head of growth at Revolut. financial times newspaper.
Revolut may derive a “significant portion” of its overall revenue from targeted advertising.
“We know how [users] As you move around the app, you can see what their interests are because they clicked on things,” says Le Nel.
He's not speculating either. Revolut has reportedly hired Inam Mahmood, former head of e-commerce partnerships at TikTok UK, and 20 other people to develop its media business. The internal goal is to earn 300 million euros ($374 million) by 2026.
The consumer ambitions that come with advertising are even more difficult to achieve.
“We want people to have a routine of checking Instagram, checking email and checking Revolut,” says Le Nel. “We want to be a part of your everyday life.”
defeated by tim
Mr. Tim remains in the advertising industry's spotlight, spending tens of billions of dollars on a barrage of Super Bowl, search engine, and social media ads.
Now, some marketers are blaming Temu's shameless ad spending habits for soaring ad costs on Meta's platform. DIGIDAY I will report.
According to recent MediaRadar data, Chinese e-commerce platforms spent more than $46 million on social advertising between January and March this year, with 98% of that budget going to Facebook.
As a result, multiple media agencies say CPMs for Meta's clients have skyrocketed. It's classic supply and demand, baby.
While some agencies have raised Meta's minimum spend or turned to other channels to stand out, it's impossible to outspend Temu.
But despite anecdotes of brands losing direct CPM battles with Temu on Meta, not everyone is convinced that it is having a widespread impact on Meta's CPMs. Not. Investor and analyst Eric Seufert said Temu's ads are “likely competing on the long tail of impressions,” and there's less competition anyway.
looking for a scapegoat
Google search has become a shadow of its ad-filled past.
This shouldn't have happened, as Google is said to be separating its advertising and search businesses.
However, Ed Zitron argues in his book: where is your ed? We reported in our newsletter that the poor user experience of Google Search is due to the intrusion of Google Ads into that space.
Internal emails released as part of the U.S. Department of Justice's antitrust lawsuit against Google support this claim.
The search transformation began in February 2019 when Google Ads' Jerry Dischler and Prabhakar Raghavan issued a “Code Yellow” warning for revenue performance.
Ben Gomez, head of search at the time, responded that he was concerned that search was missing the advertising team's query growth goals and that search was moving “too close to revenue.”
But the advertising team stepped in with “heroic RPM engineering” and Raghavan replaced Gomez as head of search in 2019.
Raghavan previously led Yahoo's search division from 2005 to 2012, during which time Yahoo lost search market share to Microsoft Bing.
Zitron argues that this is another case of a “corrupt economy” squeezing the lifespan (and revenue) out of once-beloved consumer technology products.
But wait, there's more!
It's not your imagination. Captcha bot testing is becoming increasingly difficult. [WSJ]
How ad buyers are advising clients on the potential ban or sale of TikTok. [Adweek]
President Joe Biden's former disinformation czar, Nina Jankowitz, has launched a nonprofit group to fight critics of disinformation research. [NYT]
