Backslash Week #35 – News of the Week
Week 35 has ended and a lot of interesting things happened throughout this period. Supermetrics continues its growth steadily with a 40€ million investment, while iOS may have just relased an update which could slow down the revenue stream for publishers by up to 40%!
Be sure to read on.
1. Data Management on the Growth
Data management company, Supermetrics, managed to raise €40 million in last week’s financial round. The round was reportedly led by European high-tech giant Highland Europe, and the capital is going to be used primarily for further business expansion.
14000 clients, Fortune 500 companies, founded in 2013. Supermetrics sees a growth.
The Finnish tech firm focuses on marketing related automation-driven solutions with 14 000 clients worldwide, including multiple Fortune 500 companies. Their top customers include L’Oreal, Nestlé, Hubspot and Warner Brothers as well.
“We build tools that take away that pain with automated data transfers and help marketers extract valuable insights from unified data. Using Supermetrics is very simple, and you can get started with just a few clicks, not needing a lengthy setup process. We believe everyone should be able to get their hands on relevant data and use it to do their jobs better.“– Supermetrics Founder, Mikael Thuneberg
#automate #to #the #top #now
2. IOS Privacy Update Causes Lost Ad Revenue
Facebook critized the newest upcoming privacy-related update for iOS 14, claiming that it would negatively affect many advertisers’ revenue chain.
With the update live the IDFA, identifier for advertisers, feature would be forced turn off and app developers would need to ask for permission for tracking in their apps. This feature is the one which allows advertisers to track users’ behaviour across different apps and websites, and as such, is crucial to successful advertising.
What testing says.
Upon testing Facebook claims that the largest drop was visible in Audience Network effectiveness. The company states that so far they have seen a massive drop in Audience Network publishing revenue, up to 50% in certain scenarios.
One publisher, Sheri Bachstein, global head of consumer business at Weather Co. claimed that he worries not only about Audience Network revenue, but ad revenue in general, as his calculations show a 40% potential drop. With the update live, some users wouldn’t even see a single ad driven by the Audience Network system.
#ios #ads #revenue #drop
3. TikTok CEO Quits as U.S. Ban Potential Rises
The fight between TikTok and the United States has been an on-going issue for quite a while by now. New and new information is released on an almost daily basis, on August 6th U.S. president Donald Trump issued an executive order that the social media platform has 45 days to sell the app to a U.S.-based company.
On August 27th TikTok’s CEO Kevin Mayer accounced he is quitting as the platform faces the threat of being banned in the United States. In exchange, Vanessa Pappas, the general manager of TikTok will take the place in the meantime.
Logically enough content creators and entrepreneurs both show worries that the problem may spread out to other Chinese platforms as well, such as WeChat or Weibo, to mention two. In China, however, the likes of Twitter, Facebook, Google and YouTube are banned.
#tik #tok #stays #or #goes
4. Final Words
Last week’s news reached out to social media advertising and data management. TikTok has been in the highlights for some weeks for now, and the 45 days period will end on September 18th. While Programmatic saw a great week, Facebook has seen a potential decline due to updates planned on iOS 14.
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