奶糖派：大杯女孩的夏日小心思

夏天本是美好炽热的，但大杯女孩们的夏天，通常都是从“遮遮掩掩”开始的。

四、趋势洞察

市场监管总局发布《中国反垄断执法年度报告（2021）》

市场监管总局公布《中国反垄断执法年度报告（2021）》显示，2021年，市场监管总局坚决贯彻落实党中央、国务院强化反垄断和防止资本无序扩张的战略决策部署，紧紧围绕建设高标准市场体系、推动高质量发展和增进民生福祉，不断完善公平竞争制度，深入推进公平竞争政策实施，全面提升反垄断监管执法效能，在强化基础性制度供给中优化营商环境，在维护公平竞争中激发市场创新活力和发展动力，在保护消费者权益和社会公共利益中提高人民满意度，推动公平、开放、透明、高效、有序的市场竞争环境不断改善。

Sensor Tower：2022年全球手游广告投放趋势洞察

游戏依然是2022年移动广告投放最多的行业。数据显示，2022年1-4月，在全球iOS设备的主要移动广告投放平台中，手游产品SoV占比接近50%，游戏仍为移动广告投放最多的行业。大多数移动广告平台以投放手游广告为主，其中Adcolony、Vungle、ironSource等平台手游广告SoV更是超过90%。

视频广告成为手游广告的主要类型。2022年1-4月，全球iOS手游广告以视频广告为主，约占手游广告总和的70%。其中Adcolony，Snapchat 和 Vungle 三个移动广告平台上手游广告几乎100%为视频广告。

益智解谜手游在广告投放方面的竞争最为激烈。无论是美国、日本、韩国或者东南亚地区，益智解谜手游在广告投放方面的竞争最为激烈，是大部分广告平台中SoV最高的游戏类型。

五、海外

发布商需要了解的有关 Google 优化定价的信息

Google made an official announcement that, on June 5, 2022, it will add the Optimized Pricing feature to its current ad inventory pricing model, Unified Pricing Rules (UPR), for all publishers.

What does it mean? To take a step back, Unified Pricing Rules is an upgraded floor pricing feature on Google Ad Manager that lets publishers configure and unify price floors across all programmatic demand on GAM. Optimized Pricing works on top of Unified Pricing Rules and helps publishers protect the value of the inventory. In other words, it prevents buyers from purchasing it for less than what it’s worth. 

With Optimized Pricing, when Google’s algorithm detects instances where the floors are set too low, it automatically increases them. This sets up a stop sign and informs buyers to stop shading their bids below certain price points. In short, Google is helping publishers increase clearing prices by working against the buy-side bid-shading algorithms.

CDPA、CPRA 和 CPA 没有太大区别——但您准备好了吗？

“Sales” under the Utah and Connecticut statutes do not include disclosures to a data controller’s affiliates and processors or disclosures to third parties as directed by the consumer. This is similar to the Virginia and Colorado laws.

But the Utah statute is unique in that it also excludes disclosures of personal data to third parties from the definition of “sale” if the purpose is “consistent with a consumer’s reasonable expectations” and “considering the context in which the consumer provided the personal data to the controller.”

This should provide an additional layer of maneuverability for ad tech companies to share data outside the “sales” framework.

Targeted advertising and opt-outs

The definitions of “targeted advertising” under the Utah and Connecticut statutes mirror those in Virginia and Colorado. In particular, the Utah statute defines the term as “displaying an advertisement to a consumer where the advertisement is selected based on personal data obtained from the consumer’s activities over time and across nonaffiliated websites or online applications to predict the consumer’s preferences or interests.”

The Utah and Connecticut laws also list several exceptions to “targeted advertising,” which include:

advertising based on a consumer’s activities within a controller’s website or online application;

advertising based on the context of a consumer’s current search query or visit to a website or online application;

advertising directed to a consumer in response to the consumer’s request for information, product, service or feedback; or

processing personal data solely to measure or report advertising performance, reach or frequency.

Cookie 的弃用像风暴云一样笼罩着媒体和广告行业

Cookie deprecation is hanging over the media and advertising industry like a storm cloud.

New identity solutions built on first-party data are clearly one solution – but publishers and advertisers differ on whether they’re building their own proprietary solution or a common shelter that will both scale and require them to share data.

For smaller and midsize media publishers, working with identity providers and industrywide consortiums is a model that’s just going to have to happen, said Matt Kyme, director of product for Hearst’s advertising audience data, speaking at AdMonsters’ Ops conference this week in New York City. “They don’t have the scale to build out their own data taxonomy.”

But large-scale publishers like Financial Times (FT) are happily harvesting their gold mines of first-party user data (and are unlikely to share that gold).