PROGRAMMATIC AUDIO – EASIER SAID THAN DONE: It’s pretty much a given that 2018 will go down as “the Year of Programmatic Audio”, when automated transacting of audio units becomes more standardized. While some publishers and broadcasters have already dipped their toes in the prog pool, there are still challenges to be worked out in the area of standardized measurement. The attached MediaPost article does a nice job of laying out two of the primary issues. Right now digital audio streamers are generally using VAST (Video Ad Serving Template), instead of the sister DAAST (Digital Audio Ad Serving Template) – will the switch over to DAAST eventually happen making for an audio-specific ad serving solution? And how will the myriad of different connected devices which play audio run a standardized protocol in order to provide brands with true cross-device tracking in a cookie-less environment? The industry will need to solve these issues in order to truly fulfill the potential of programmatic audio.
THROWING THE PENALTY FLAG ON STREAM CONVERTER SITES: The Music Industry already has a beef with YouTube, who uses a safe-harbor loophole to avoid paying music royalties on a per-spin basis. Now a secondary scourge is cropping up, in the form of 3rd party websites which allow listeners to convert streamed YouTube songs into downloadable and shareable files. This is akin to music ripping on Napster, which almost killed the entire music industry fifteen years ago. The industry, and their licensing clearinghouse orgs like the RIAA and BPI, are organizing against this threat. In a first action they filed a lawsuit against a British stream converter site which was seeing up to 60M unique users per month – the attached Musically link has the details. Examples like this prove the point that where there’s technology there will also be bad actors who try to game the music industry.
COULD “GDPR” HAPPEN IN THE US? So right now you’re asking “What is a GDPR?” It stands for General Data Protection Regulation, which is a new package of regulatory guidelines in the European Union which will go into effect during May’18. The key provision in GDPR is that brands and publishers won’t be able to use a person’s personal data to serve ads unless they have explicit permission to do so. Translation . . . if you don’t have first party registered users who have given you their data when they signed up, you won’t be able to target specific users with digital ads. So what will this mean for the digital media industry in the EU? Digiday has a solid analysis in the attached link. One opinion is that GDPR will be a tremendous benefit to site-served premium publishers who have their own data sets, because brands will have to buy media from them instead of 3rd party networks. On the other hand, those same publishers would not be able to target their own users by matching to 2nd or 3rd party data sources, which could pretty much kill programmatic advertising in the EU. It’s a startling idea to think about, but one we’ll see play out live next May. And to my question in the title about the chances of GDPR regulations happening in the US? I highly doubt it could ever happen. Europe is fierce about privacy rights of individuals because of their history dating back to WWII. Other cultures, like the US and especially Asia, are much more liberal about accessing and using one’s personal data for business purposes.
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