We have a winner! (And It’s Microsoft); Can TikTok Steal Google’s Search Lunch?

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Get the Net!

Corks is appearing in Redmond, Washington, headquarters of Microsoft, after learning that Netflix has chosen Microsoft Advertising as its global business and technology partner for its advertising business.


“Microsoft has the proven ability to meet all of our advertising needs as we work together to create a new ad-supported offering,” Netflix COO Greg Peters wrote in a Publish confirming the news, first reported by Bloomberg. “Most importantly, Microsoft has provided the flexibility to innovate over time, both on the technology and sales side. »

Who would win the Netflix account was hotly debated, with Google, Comcast, The Trade Desk and a host of indie players vying for at least a slice of the pie. Microsoft has some big advantages, however. For one thing, it can throw more people and resources into the account than anyone but Google. But Google has drawbacks because (a) it’s Google, and (b) Google isn’t a flexible partner. If Netflix wants special policy exemptions, data access, or selling rights… Google isn’t going to budge.

Peters writes that the most important thing Microsoft offers is “flexibility to innovate” on technology and sales.

Microsoft also has deep pockets and the incentive to cut any rival’s rate. Netflix’s win is worth so much to the company that it could (practically) take a loss on the account itself.


The search continues

Where to have lunch nearby. How to change a tire. Things to do in Copenhagen.

These types of queries are the meat and potatoes of Google search. Not because they are valuable on their own, but because Google is the web entry point to information and consumer intent.

For younger kids, however, the first stop for these sorts of questions is often Instagram or, especially, TikTok. It’s not new. Paid search and social media managers know that the source of online queries is changing. Still, it’s interesting to see this point brought up by Google’s senior vice president, Prabhakar Raghavan, who now leads the Google Knowledge and Information group, but previously ran the entire search, commerce and ads business. .

During a recent appearance at the Fortune Brainstorm Tech conference, Raghavan suggested that TikTok might be a bigger threat to Google Maps or the basic search function than to YouTube – despite being a direct competitor to YouTube, TechCrunch Reports.

TikTok and Google Search have a parasitic relationship. Google likes the fact that TikTok exists because it has to show antitrust law enforcement officials that it’s linking to videos other than its own. But TikTok spoofed Google.com as the top web domain last year, as tracked by Cloudflare – and did so largely through Google searches.

You can run, but you can’t hide

Facebook (ahem, Meta) still hasn’t bounced back from Apple AppTrackingTransparency framework.

Marne Levine, Meta’s Chief Commercial Officer, and Nicola Mendelsohn, Meta’s Global Business Group Vice President, will have to work twice as long to rebuild relationships with advertisers lest they cede further ground to competitors like TikTok. .

Yet advertisers don’t hear much about Meta.

“I get a lot more awareness from competitors than from Meta,” an agency executive said. Initiatedwhile another warns that a “lack of visibility” will hurt Meta as brands are already looking for alternative channels.

Former Facebook advertising boss Carolyn Everson was in frequent contact, according to several advertisers.

Meta’s biggest threat is TikTok, which attracts Mark after Mark because of its strong relationship with influencers and younger users.

To be fair, Meta’s new management team hasn’t even been on the job for a year, and the crickets’ claims aren’t unanimous.

Another agency executive says Mendelsohn has been a “regular contact” and that she’s “driving a more sincere culture and partnership.” [and] less scripted.

But wait, there’s more!

With a focus on data science and attribution, Boston-based agency Mediastruction is resonating with mid-market clients. [Digiday]

Index Exchange: The rise of AVOD means CTV’s future depends on ad technology. [blog]

Marketers have lost their creative verve amid a deluge of macroeconomic challenges. [Marketing Dive]

In a post-Roe world, the future of digital privacy looks even bleaker. [NYT]

Why some marketers are shifting their focus from inboxes to mailboxes. [Marketing Brew]

You are hired!

Vox Media appoints Priyanka Arya as its new consumer revenue manager. [Adweek]

Yevgeny Peres leaves ironSource for AppsFlyer to lead product strategy. [release]

Viamedia promotes Madeline Kissel to Vice President of Affiliate Relations and Business Development. [B&C]

GroupM hires Brian Dashew as Head of Learning and Development for North America. [release]

Global marketing consultancy R3 is hiring four new employees, including Ben Jankowski, former senior vice president of media and sponsorships at Mastercard. [release]

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