As reported by Reuters, Google has offered to ‘let rival ad intermediaries place ads on YouTube’ in order to address part of an EU antitrust investigation, and enable it to settle the case without a fine.
As per Reuters:
“The European Commission opened a probe last year to examine whether the world’s largest provider of search and video was giving itself an unfair advantage in digital advertising by restricting rivals’ and advertisers’ access to user data. The EU competition watchdog singled out Google’s requirement that advertisers use its Ad Manager to display ads on YouTube and potential restrictions on the way in which rivals serve ads on YouTube.”
That could, eventually, provide more flexible ad options for YouTube campaigns, via more avenues, which could make it easier to manage your YouTube ads from a single dashboard, within the flow of your other digital campaigns.
Though how, exactly, any such process would work remains to be seen. If Google were to enable more open access to YouTube ads, that would also likely require a change in approach to ad bidding, which could make it less favorable to create ads outside of its own apps, while it may only be looking to enable broader access in Europe, but not other regions.
Either way, it could open up new opportunities for YouTube ads and ad content, and facilitate new opportunities for digital marketing managers, in a range of ways.
We’ll keep you updated on any progress.
LinkedIn Shares Marketing Industry Insights and Tips in Latest ‘Big Thinking’ Digital Magazine
Looking for a marketing-related read for the long weekend?
LinkedIn has published the second edition of its ‘Big Thinking’ digital magazine, which includes a range of interviews, insights, tips and notes on various marketing-related subjects and trends.
There’s also a section which looks at how marketers can mitigate the loss of cookie tracking data, and how to build an employer brand (and why you should).
LinkedIn has also included expert interviews on customer experience, digital transformation and creative B2B strategies, among other elements.
There are some good notes, which could help you formulate a more effective marketing approach for your brand, in line with the latest trends, while it’s also handy to stay up to date with the latest trend insights and tips to keep your market knowledge fresh.
And it’s free. If nothing else, it’s a quick overview of some of the key trends that are playing on the minds of the top industry professionals, which will likely trigger at least inspiration in your own efforts.
You can download LinkedIn’s latest ‘Big Thinking’ digital magazine here.
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