一、品牌

消息称苹果新款MacBook Pro预计将在第三季度或第四季度发布

有消息透露，由于mini LED显示屏供应短缺，苹果新款MacBook Pro已被推迟发布，预计发布日期将在2021年第三季度或第四季度。苹果正计划发布新的14英寸和16英寸配备mini LED显示屏的MacBook Pro笔记本电脑。

新锐茶饮品牌“茶小空”母公司获过亿元A轮融资

据悉，中国新锐茶饮品牌“茶小空”母公司近日完成过亿元A轮融资，由光速中国领投，老股东DST、五源资本继续加持，动域资本跟投，棕榈资本担任独家财务顾问。据官方介绍，公司已联合行业院士成立专门研发机构，将围绕以茶饮为代表的中式养生赛道持续布局。

花花公子将以3.3亿美元收购内衣零售商Honey Birdette

据华尔街日报消息，花花公子（Playboy）品牌所有者（PLBY）表示，已同意以3.33亿美元收购一家澳大利亚内衣零售商Honey Birdette。报道称，Honey Birdette拥有约60家实体店面，其中大部分位于澳大利亚，少数位于美国和英国。公司预计，截至本月的财年收入将超过7300万美元，增长逾40%。

LG能源和EcoPro集团启动电池回收业务，回收率达40%

据报道，LG能源解决方案和Eco Pro集团正开始将电动汽车电池回收业务商业化。其基本概念是利用从电动汽车电池制造过程产生的废旧电池中提取的废弃资源作为电池材料进行回收。计划将15000吨废电池中的40%以上作为电池的核心材料进行回收。

理想汽车回应App缺陷：已在解决，功能尽快上线

针对用户反映的理想ONE二手车老车主仍能通过App远程开车门的问题，理想汽车官方表示，软件部门已经在解决这个问题，将尽快上线相关功能。

二、互联网平台

电商平台Shopify降低应用商店内开发商佣金：100万美元收入免费用

据报道，一站式电商服务平台Shopify周二宣布，将降低向在其应用商店发布应用的开发商收取的营收份额。从8月1日开始，开发商将从Shopify应用商店的第一个100万美元收入中获得100%的收益。该公司表示，基准将每年重新设定。

Facebook推出新闻通讯平台Bulletin

Facebook周二推出新闻通讯产品Bulletin，它是一个包含免费、付费文章及播客的独立平台，直接竞争对手是Substack。此外，Facebook宣称在Bulletin推出之初不会从创作者手中获取分成，创作者可以自己确定付费订阅价格。报道称，目前Bulletin主要面向美国创作者，但网站在全球都能看到，测试之后会增加更多国际名称。

滴滴出行将美股IPO价格定在指导区间顶部

据美国证券交易委员会文件，滴滴出行将美股IPO价格定在指导区间顶部，即14美元/ADS。

三、案例

天猫小黑盒Hey Design：坐上时空列车，带你巡游设计史

大众California：世界在你脚下

日前，大众旗下露营车品牌大众California（Volkswagen California）发布了一支导演剪辑版本的广告片，通过借用“任意门”的概念，营造出一种“世界在你脚下”般自由自在的感觉。

四、趋势洞察

腾讯看点：超3成用户每日刷短视频超半小时

据悉，腾讯看点发布《腾讯看点在线阅读与短视频广告营销效果报告》，分析Z世代在小说阅读和短视频两大领域的用户画像、偏好分析，帮助广告主更清晰地了解Z世代年轻用户的喜好。报告称，25岁至35岁的读者占比36.%，成为最核心的小说阅读群体。高峰阅读时间段主要集中在中午和晚间，60%的用户每日阅读时间在一小时内；刷短视频的用户中，25岁以下的用户占比超过6成，超过3成用户每日刷短视频时长超过半小时。

Strategy Analytics：2021年全球将有10亿部智能手机拥有无线充电功能

Strategy Analytics的最新研究指出，到2021年底，具备无线充电功能的智能手机市场存量将达到创纪录的10亿部。数据显示，配备无线充电设备的销量在亚太地区最为强劲，市场存量约占全球的49%；北美的市场存量占21%；西欧仅占16%。

Sensor Tower：上半年全球移动应用收入为649亿美元，同比增长24.8%

Sensor Tower发布报告称，2021年上半年全球移动应用收入为649亿美元，同比增24.8%；App Store收入415亿美元，同比增22.1%；Google Play收入234亿美元，同比增30%。报告显示，收入最高的移动应用是TikTok，预计超9.2亿美元；其次是YouTube和Tinder。游戏方面，全球手机游戏消费支出447亿美元，同比增17.9%，增速落后于去年。

五、海外

Magnite 布局第三方Cookie替代品

Though Google announced last week that it would delay the phase-out of third-party cookies for nearly two years, sell-side platform Magnite has no plans to slow down its push to create an identity solution using first-party data to reach audiences.

“It’s great that we have more time … but we as an industry still need to behave like this is happening in January,” said Magnite VP of Product Management Garrett McGrath.

Magnite’s solution to the end of third-party cookies aims to replace third-party data with publisher first-party data – at scale.

For example, under the initiative, a publisher would determine whether a visitor belongs in a segment of users interested in automobiles, fashion or sports, using IAB Tech Lab guidelines.

The goal is to bring together multiple publisher’s first-party data, without mixing it. Eventually, marketers would be able to buy a particular segment across publishers based on each one’s first-party data.

Magnite’s test launched in April and spanned three billion real-time transactions, with participation from 30 buy-side and sell-side participants, including Adform, Condé Nast, Havas, Hearst Magazines, IBM Watson Advertising, Insider, Meredith Corporation, PubMatic, and more.

Magnite is marching onward with the next steps in testing.

The company moved its initiative into Prebid.org this month in order to expand the project with Prebid.org’s taxonomy task force and IAB Tech Lab’s Addressability working group. The two groups have already been collaborating on a proof of concept design for IAB Tech Lab’s proposed seller-defined audience standard.

With a common taxonomy in place, publishers will first define audiences. Then, they will advance them to a platform, whether a DMP or exchange, and index them against a first-party cookie. They will also have the option to federate that data across multiple sites.

McGrath said that the industry still needs to maintain a sense of urgency to prepare, but acknowledged that Google’s pause until 2023 allows for more time to refine alternatives.

“It's tough to make tough, meaningful architecture decisions if you don't have to,” he said. “And the ‘have to’ is coming – we just need to be responsible about preparing, otherwise it’s going to be a little bit of a shock.”

SouthDead转向OOH，以改善后疫情媒体策略

Out-of-home advertising has long been an important category for FreshDirect. It allows the grocery delivery service to reach city dwellers en masse — particularly in New York where it’s based. 

But once the pandemic took hold, the company had to rethink its OOH campaigns, as subway riders and use of public transport dwindled while demand for grocery delivery skyrocketed, said Katie Zapata, FreshDirect’s head of brand marketing. 

“You can’t assess with one TV commercial that you’re going to reach all of New York City, but a subway campaign reaches a large number of people, so it’s a great way to provide surround sound for our other media,” Zapata said. With fewer people riding the subway during the height of the pandemic, the company tried new street-level placements or on major highways.

Along with trying new OOH spots, FreshDirect is now upping its attribution capabilities with Quan Media, an OOH agency, and the OOH measurement tech company AdQuick. 

FreshDirect could see that running OOH improved the value of other media campaigns in a market, but the company relied on promo codes in ads for any direct attribution, Zapata said. 

With Quan and its integration with AdQuick, FreshDirect can connect mobile devices that pass by its OOH ads to users who visit the FreshDirect site or app. As with programmatic, it’s a way of measuring OOH based on specific audiences, instead of by the supposed value of certain contextual placements. 

For instance, with the AdQuick mobile exposure data Zapata said FreshDirect determined that one undistinguished billboard in Long Island City, Queens, outperformed billboards on the West Side Highway, the Midtown Tunnel and the Lincoln Tunnel, which are some of the splashiest OOH placements in the world. 

The brand can also now test its messaging and specific services. In its latest OOH campaign with Quan, Zapata said FreshDirect is splitting the promotion between its typical next-day delivery and a new same-day express offer. The company will be able to see which messages lead to more new visitors or delivery orders now that it’s attributed value to specific billboards and locations. 

Many brands think of OOH as a vanity play, or as a way to boost recruitment in their home city, since there isn’t clear attribution, said Quan CEO Brian Rappaport. The analytics partnership with AdQuick empowers Quan’s clients to connect actual business results – new app sign-ups or items added to a cart – to OOH campaigns, or even to specific locations. 

It also turns OOH campaigns into a funnel for retargeting. Zapata said traffic to the FreshDirect site is still the main source of retargeting audiences, but by connecting mobile devices to campaigns and online cookies, OOH is now a modest driver of retargetable audiences.

OOH media dropped off during the pandemic, especially with big brands, Rappaport said. But more data-driven DTC companies have moved back to OOH more quickly than other companies, and bring a metrics-driven approach. 

“Two-thirds of the campaigns we’ve run so far in 2021 have had some measurement component,” he said. “It’s a new story and way to think about OOH than we saw before last year.”

品牌在数据伦理方面可以采取的5步动作

The ability for companies to navigate the data landscape grows more complex with each set of government regulations. The enactment of new regulations is naturally followed by increased litigation, and this can quickly make brands – and marketers in particular – even more cautious in their actions: Every day, our newsfeeds are filled with stories about “privacy.”

Unfortunately, though, just thinking about “privacy” isn’t enough. The issues and opportunities are much more expansive and require a systematic, global approach.

Consumers are increasingly involved in how their data is collected and used by brands, making them more invested in companies’ data practices. Privacy remains a priority, but there are other concerns when it comes to data collection, too.

This is the age of Data Ethics, and brands must prepare.

Step 1: Hire a Chief Data Ethics Officer

Step 2: Establish Your Data Ethics Principles

Step 3: Reevaluate Your Processes

Step 4: Be Transparent

Step 5: Continuously evaluate the accuracy and quality of your data

Build Trust Now and Reap The Reward

Depending on the role your company plays – supplier, advertiser, media, or infrastructure – you will approach the concept of data ethics differently.

By taking proactive steps to establish your Data Ethics practices, you’ll be able to fortify your company’s role in the ever-changing data landscape.