一、品牌

赛百味700亿元卖身成功

美国快餐连锁店赛百味（Subway）已同意私募股权公司Roark Capital的收购提案。根据赛百味8月24日发布的声明，Roark Capital的最终出价为96亿美元（约合人民币700亿元）。赛百味成立近60年，在全球100多个国家和地区拥有近3.7万家门店。近年来赛百味门店的销售情况不尽如人意。其主要竞争对手每家门店的平均年收入都在100万美元左右，而赛百味每家门店平均年收入还不到50万美元。去年赛百味在美国的门店数量降至20576家，远低于2015年时的27219家。

家乐福超市广深门店全部关闭

广州最后一家家乐福闭店，家乐福广州新市店（即百信广场店）已于近日宣布停止营业。值得关注的是，今年以来，家乐福中国位于广州的康王店、员村店等数家门店已经接连关闭，而新市店于2005年3月16日开业，是其在华南地区的战略性门店，也是其在广州仅剩的门店，其关闭意味着家乐福当前已经从广州消费市场“离场”。

光明乳业：上半年净利润3.38亿元，同比增长20.07%

光明乳业发布半年报，上半年实现营业收入约141.39亿元，同比下降1.88%；净利润约3.38亿元，同比增长20.07%；基本每股收益0.25元。

小鹏汇天旅航者 X2 首飞成功

小鹏汇天宣布，飞行汽车「旅航者 X2」在湖南长沙完成飞越湘江演示。该飞行汽车从河西的湘江基金小镇起飞，降落在河东的三馆一厅洲头广场，两地相隔 1.5 公里，全程用时 4 分钟。旅航者 X2 是小鹏汇天自主研发制造的一款双人版智能电动飞行汽车。据官方介绍，在此次「飞越湘江」之前，旅航者 X2已进行了近 4000 架次的试验试飞，今年又开展了城市 CBD、海域、沙漠、景区等多种应用场景的飞行测试。小鹏汇天表示，基于旅航者 X2 的研发成果和场景探索经验，该公司正全力以赴研发下一代陆空两栖的飞行汽车，计划 2025 年量产交付。

魏大勋成为 RIO 微醺品牌大使

RIO 官宣魏大勋成为 RIO 微醺品牌大使，夏天过得很快，但是快乐不会过期，二者将一起完成夏天未完结的故事，为粉丝送上微醺时刻。RIO 还为魏大勋拍摄了系列海报，演绎品牌今年的全新 Slogan「有点点微醺，有点点开心」，呈现微醺之后，那些情不自禁流露出来的小快乐，用直接简单的情绪，打一个共鸣的响指。

二、互联网

马斯克推出招聘平台欲对标 LinkedIn

近日，X 宣布上线 Beta 版 X Hiring 平台，希望将其打造成为比肩 LinkedIn （领英）的招聘平台，经过验证的企业均可申请加入。加入后，企业可在该平台上发布职位信息，相关信息也会显示在其 X 的个人资料中。虽然该功能还不如 LinkedIn 全面，但对企业而言也是另一种宣传招聘的方式。马斯克曾多次表示，希望将 X 打造为集音频、视频、消息、支付为一体的超级应用，X Hiring 的推出是他朝着这一愿景迈出的又一步。

微软总裁谈收购动视暴雪进度：监管机构说了算

微软副董事长兼总裁布拉德·史密斯（Brad Smith）表示：“我认为，（收购动视暴雪一案）需要让监管机构为自己发声。他们需要作出决定，尤其是在英国。但从我的角度来看，我们真正要做的是把这些担忧放在心上。”上周二，微软向英国监管机构提交了一份新的收购美国游戏开发商动视暴雪的提案，在此之前，微软最初的提案遭到了拒绝。

快手首次发布汽车行业品效运解决方案

日前，2023快手汽车年度峰会在成都召开。会上，首次发布汽车行业的品效运解决方案，并强调新线市场增长可期。同时，在效果业务上，推出首个汽车行业垂直模型，解决投放精准度问题。据快手汽车流量负责人陈沛介绍，汽车行业垂直模型从内容互动、功能互动、域外行为分析、用户画像四个方面推进。根据模型，目前识别出的具有真实购车意向的用户量级已达到1.7亿。

京东升宣布“春晓计划”全面升级，将向商家提供百亿流量扶持

京东宣布“春晓计划”全面升级，推出20项举措助力商家新增长，其中包括百亿流量扶持、“0元试运营”无期限、商家最快1分钟入驻、新商家双倍流量激励等。

美团外卖与顺丰同城、闪送、UU跑腿达成合作

8月28日，美团外卖宣布继续加强即时配送的合作生态建设，与顺丰同城、闪送、UU跑腿达成合作。据了解，美团外卖将结合自有配送体系，与合作方共同为商家打造更丰富的配送网络，并将为合作订单提供相关保障服务。美团外卖在声明中表示，将持续与更多行业伙伴携手，共同建设即时配送企业、外卖商家和消费者等多方共赢、繁荣发展的新格局。

三、广告案例

舒淇倾情演绎全新Michael Kors秋季广告大片

Michael Kors 带来全新 2023 秋季广告大片，品牌全球代言人舒淇出镜演绎，她独身来往于纽约与上海，恣意行走在白昼和夜晚，向我们讲述了一个关于「自由、时装与冒险」的故事。在广告片中，舒淇身着品牌秋季系列成衣，搭配经典手袋，舒展女性的张力与魅力。该系列以 70 年代的文化和具有影响力的女性为灵感，将都市格调融入波西米亚风格之中，传递品牌经典 Jet Set 美学。

Timberland 再度携手 BEAMS 延续经典

Timberland 再度携手日本潮流品牌 BEAMS，带来全新联名鞋款。双方以 Timberland 的经典鞋款 3eye Classic Lug 为蓝本，在对原版设计保留的基础上，融合棕色和酒红色，并在挂牌、鞋身、鞋垫等位置镌刻品牌 LOGO，彰显联名身份。

四、趋势洞察

2023全球软饮料品牌价值25强榜单发布

英国品牌评估机构“品牌金融”(Brand Finance)发布“2023全球食品和饮料品牌”价值报告(Food & Drink 2023)。在“全球软饮料品牌价值25强”榜(Non-Alcoholic Drinks 25)上，可口可乐、百事可乐和红牛蝉联前三位，中国品牌农夫山泉进入前十名。

我国网民规模达10.79亿人，互联网普及率达76.4%

中国互联网络信息中心今天发布第52次《中国互联网络发展状况统计报告》。《报告》显示，截至2023年6月，我国网民规模达10.79亿人，较2022年12月增长1109万人，互联网普及率达76.4%。

五、海外

Adalytics 称 YouTube 可能违反苹果 ATT 协议

The bad news keeps coming for YouTube.

The platform has been under intense scrutiny from research firm Adalytics. Its latest report, which accuses YouTube of serving targeted ads on kid-focused content, may have also uncovered evidence that YouTube has been violating Apple’s privacy protections by not asking for user consent when deploying an attribution tracker on iOS, Adweek reports.

Adalytics tested more than 300 YouTube ad clicks that could potentially identify users, and says the platform never asked for consent to be tracked, which is a requirement on iOS.

YouTube parent Google says it doesn’t need to display a consent pop-up because YouTube is not using any tracking signals that have been banned by Apple.

But YouTube’s iOS app applies an identifier called WBRAID when a user clicks an ad and gets sent to the advertiser’s landing page. The WBRAID identifier is then made available to other trackers and data brokers that work with the advertiser.

Google developed WBRAID as a way to comply with Apple’s AppTrackingTransparency (ATT) initiative, which prohibits tracking individual users without their explicit consent. Google says it’s a measurement tool and can’t be used to identify users. But because the WBRAID identifier is unique to each ad click and, therefore, arguably attributable to specific users, it may not be compliant with ATT. 

Ultimately, only Apple can decide.

尼尔森准备在收视率中加入亚马逊流媒体数据

The TV industry’s measurement conflicts seem to never end.

Nielsen plans to incorporate Amazon Prime’s first-party streaming data into its audience measurement, starting with Thursday Night Football. The integration is set to be audited by the Media Rating Council this week, and it’s causing an uproar among other TV networks, Ad Age reports.

It could signify a conflict of interest: Amazon uses Nielsen as currency to sell ads, so if Nielsen incorporates Amazon streaming data into its audience measurement, it might inflate Thursday Night Football ratings. Last year, Amazon reported 18% higher viewership than Nielsen (and publicized its internal viewership for each game).

Other networks aren’t necessarily opposed to the idea of trading on their own data, to some extent. The broadcaster joint industry committee (JIC) is on a mission to consolidate streaming data from networks to feed alternative TV currencies.

In reality, broadcasters are salty. Networks say they’ve tried to make similar deals with Nielsen, and allege that the ratings giant hasn’t sent back information about the technical specifications or who would pay for an audit. Nielsen denies those claims.

Whatever the case, there’s still a rift between Nielsen and many major TV networks that are active members of the JIC, which Nielsen refuses to join.

And the finger-pointing continues.

上下文定向逐渐开始越界

In 1964, Supreme Court Justice Potter Stewart famously defined pornography by not defining it: “I know it when I see it.”

I’d argue that, at least from the consumer’s perspective, the opposite statement applies to contextual advertising. Because, online at least, the definition can be … rather fungible.

As the Federal Trade Commission noted in its 2009 report on self-regulatory principles for online behavioral advertising, “rapidly changing technologies and other factors have made the line between personally identifiable and non-personally identifiable information increasingly unclear.”

And that was way back in 2009, when ad tech was still a baby.

Most people consider contextual targeting to be the most privacy-friendly personalization option available because the idea is to target ads based on the environment in which an ad appears rather than based on the person. And it’s cookieless, etcetera, etcetera.

But as the technology evolves, the notion of what falls under the umbrella of contextual targeting is expanding to the point that someone being served a so-called “contextual” ad might reasonably assume that they were being targeted using behavioral signals.