一、  品牌

华为首款鸿蒙汽车正式发布

华为首款鸿蒙汽车正式发布。据介绍，该车为智能豪华电驱SUV——AITO问界M5，共有六款车漆颜色、三款内饰颜色。AITO问界M5采用全铝合金底盘，搭载前双叉臂及后多连杆独立悬架。AITO问界四驱旗舰版可实现百公里加速4.4秒，0-50公里加速1.9秒。综合补贴后，AITO问界M5后驱标准版预售价为25万元，四驱性能版预售价为28万元，四驱旗舰版预售价为32万元。

欧莱雅邀请艺术家为新款口红打造NFT创意作品

巴黎欧莱雅日前委托Amber Vittoria、Arina BB、Hueman、Lili Tae和Puks 5位艺术家为新款口红Reds of Worth创作NFT艺术品，Reds of Worth NFT可通过OpenSea平台拍卖获得，每个NFT的最低起价为1500美元约合人民币9600元，所得收入将归艺术家所有。

马莎百货任命首位数字产品主管

马莎百货日前宣布Krista Nordlund为首席数字产品官，这是该集团新设立的职位，上任后Krista Nordlund主要负责改进消费者在数字端的体验，将向首席数字和数据官Jeremy Pee。资料显示，Krista Nordlund目前是美国数字租赁公司RentPath的首席产品官，还曾在Expedia和美国航空公司工作，有着丰富的相关经验。

「湾仔码头」x「阿华田」推出“阿华田麦芽可可汤圆”

12 月 20 日，「湾仔码头」与「阿华田」联名推出新品“阿华田麦芽可可汤圆”，馅料添加阿华田产品，搭配“酷脆饼干碎”进行售卖。

这是湾仔码头的第一款联名产品，目前已在天猫湾仔码头旗舰店上线，售价为 24.9 元/盒（15 只）。

联合利华入股中医方剂护肤品牌「禾宝」

12 月 21 日，中医方剂功效护肤品牌「禾宝」所属公司已发生工商变更，股东新增联合利华（中国）投资有限公司。前者曾于 2020 年入驻联合利华“U创孵化器”。

禾宝为中医方剂功效护肤品牌，提供“外用+口服”、“中医方剂”等皮肤健康护理产品，以针对性地解决肌肤问题。（中国证券网）

二、  互联网平台

证券时报头版评论：腾讯选择瘦身，巨头结束造系

雪梨公司已解散？宸帆回应：系谣言

短视频应用Triller与上市公司合并，估值达50亿美元

据报道，短视频平台Triller将通过与上市公司海易国际（Seachange International Inc.）的反向合并上市，合并后公司估值约为50亿美元。两家公司周三在一份声明中表示，合并交易预计将在明年第一季度完成。新公司将命名为TrillerVerz Corp，由Triller母公司的首席执行官Mahi de Silva领导。股票代码为“ILLR”。Seachange是一家提供视频传输、广告和流媒体平台的公司。

富士康申请注册元宇宙商标：涉及通讯服务、广告销售

据天眼查 App 显示，近日，富士康工业互联网股份有限公司申请注册 “ FII 元宇宙 ” “ FII META ” 等商标，国际分类涉及通讯服务、广告销售，目前商标状态为申请中。

三、   案例

日本广告玩起了韩剧梗

舒淇广告大片

五、海外

2022 年“广告质量将优先于货币化”

Magnite acquired connected TV ad server SpringServe in July for $31 million as part of its ongoing ambition to go big in CTV.

But SpringServe continues to operate largely independently, and that’s by design, said Joe Hirsch, general manager of SpringServe.

“An ad server is really no good if it’s biased towards a particular SSP,” Hirsch said. “That’s why it’s been a very conscious decision to keep SpringServe separate from some of the other applications in the Magnite garage, as it were.”

But one of the most appealing aspects of the SpringServe deal is the interplay with SpotX, the video SSP Magnite bought in February for $1.17 billion. (SpotX invested $2 million in SpringServe last year with an option to buy, which Magnite exercised after snapping up SpotX.)

A tighter integration between a video ad server and a video SSP can improve the user experience in CTV, which still leaves much to be desired. To that end, SpringServe recently built an audio volume targeting feature that blocks overly loud creative, along with an ad podding tool to address ad repetition and competitive separation and a solution that automatically resizes creative so that it fits into whatever environment it’s being served into.

谁在追踪追踪者？

Keeping Track

Third-party trackers were hosed by GDPR, right? 

Perhaps not. 

A University of Oxford study found that third-party trackers in Google Play and Apple iOS apps remain relatively unchanged.

“The same handful of third-party tracking companies have similar prevalence and prominence,” according to the Internet Policy Review journal. The number of apps with zero trackers actually dropped by 3%. 

The data “suggests widespread infringements of the GDPR” remain commonplace, since third-party tracking is so high despite seemingly high opt-outs and considering trackers still aggregate user data across jurisdictions (i.e., between the US and Europe).

The report also notes the large number of rebrands and name changes (11 this year) among top tracking companies. Amazon Marketing Services became Amazon Advertising; Microsoft rebranded its App Center; Facebook is now Meta; and Verizon renamed its media business, previously Oath, before selling it off as a rebranded Yahoo. Just to name a few. Google’s (ahem, Alphabet’s) ad tech units constantly change names – the market still uses “DoubleClick,” though, because who can be bothered to keep up?

These companies understand the power of branding. Name changes – even among the well-known brands – can be a tactic to deflect attention.