Scout: Increased Transparency in Streaming Metrics, Meta’s New Gen AI Tools, and More

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 9/29/23 – 10/5/23 to stay ahead of the curve:

Hollywood writers are forcing streamers like Netflix and Disney+ to share audience data — here's what it means for their ad businesses [:04]

The WGA’s new deal with Hollywood studios is ushering in a new era of transparency around streaming metrics—and those residuals-inspired numbers are likely to have a residual impact on video advertising.

Why MFA Is Ad Tech’s Biggest Problem – But Also Its Easiest To Solve [:05]

How do you solve a problem like made for advertising (MFA) sites? The ad industry is grappling with this inventory that sits in a grey space—not exactly fraudulent, but not high quality either—and advertisers will need to decide what this inventory means for their larger goals.

Meta debuts generative AI features for advertisers [:02]

On the heels of last week’s Meta Connect event, the tech company is rolling out its first generative AI ad tools for developing creative. Features include background generators, image expansion (to fit multiple ad units), and a text variation tool that will allow advertisers to test up to six iterations of ad copy.

Basis Technologies 2023 Holiday Shopping Trends Report [:15]

Ready to rock your Q4 campaigns in 2023? Gain valuable insights into the ever-evolving holiday advertising landscape in this new research report.

‘It’s a Moral Issue’: Creatives Are Quitting Agencies Over Fossil Fuel Clients [:06]

Climate change is affecting us all, and the implication of further inaction has started to impact agencies: Ad and PR firms are reportedly starting to see staffers quit rather than work with Big Oil clients.

Test Your Digital Advertising Knowledge!

Show off your marketing chops with our question of the week. This week’s hot topic: Political advertising.

How much did political ad spend on connected TV increase from the 2020 US election cycle to the midterms in 2022?

A. 7%

B. 22%

C. 48%

D. 63%

Get the answer, plus a deep dive on how political advertisers can embrace the rapid growth of CTV and effectively connect with voters, right here.

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