Advertising Week is mercifully winding down. I struggle to understand its economic utility, other than as yet another networking excuse and maybe a reminder to honor the rich cultural legacy of Mr. Peanut. Industry events need to be fewer and completely rethought. Too many pay-to-play panels, too much insularity from the real forces changing advertising, and far too PR driven with far too little substance. At least in Cannes you’re in the Riviera, not the Garment District.
Couple things to know:
To mark The Rebooting’s fourth anniversary, I’m offering a 20% discount on TRB Pro memberships. You get a year of TRB Pro, with access to all content and invites to member events, including a live podcast this December at Gannett’s NYC headquarters, for $160. Join now.
The Rebooting is kicking off a new research project with our partners at EX.CO. I’m a believer that the media business is about managing tensions and tradeoffs. What we want to understand is how video is viewed within publishing organizations, particularly between those on the “revenue” side and the “product” side. The survey only takes five minutes to complete, and all answers are anonymous. Take the survey.
A new era for publisher video
Publishers have already captured the attention of millions across social platforms, but now it’s time to bring that engagement home. Moments by Outbrain delivers immersive, vertical video experiences directly on publishers’ mobile sites. As Robert Blanck from Axel Springer, an early adopter of the solution, explains, “Moments provides publishers more control over their video content and how to monetize it.” Ultimately providing the right tool to cultivate a richer, more engaging environment that keeps their audience coming back for more. Now you can bring that engagement back to where it matters most: your site.
Life after Google
The Department of Justice is going there. Its proposed remedies in the far more consequential search portion of its antitrust moves against Google suggests “structural” remedies, ie, breaking up Google. These cases tend to drag on for many years, but it’s worth considering whether the internet has reached peak Google.
Defining search is difficult. But the best business model in history will draw different approaches. The WSJ spotlighted how, by one definition, Google’s share of the broader search market is in decline. The headline attributes this to TikTok and Perplexity, but that’s because editors are trying to “sell” stories. The reality is a lot of commerce searches start on Amazon. The larger point is that AI will fragment the search market further.
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