Newsletter from the 27 February 2025

  • Global
YouTube to make mid-roll ads less interruptive
Starting May 12, YouTube will show viewers more mid-roll ads at natural break points, “like pauses and transitions,” and fewer ads “in the middle of a sentence or action sequence,” where they may feel interruptive or cause viewers to abandon the video they are watching.
Media Post
  • Global
Microsoft quietly tests ‘AI search mode’ for Bing
Microsoft has quietly been testing a feature for Bing, calling it an AI search mode that will look different than Copilot, yet similar to Google's AI search with summarized results.
Media Post
  • Global
New Google ad tracking policy a ‘Pandora’s box’ for privacy, experts warn
On Sunday, the search giant switched from enabling cookies to so-called digital fingerprinting allowing advertisers and data brokers to collect consumer data based on internet users’ activities across web browsers, online sessions and often multiple devices.
The Record
  • Global
MTA vs. MMM: Which marketing attribution model is right for you?
Not sure how to measure your marketing impact? Unpack the differences of multi-touch attribution and marketing mix modeling.
Search Engine Land
  • Global
P&G eyes $700m advertising savings and efficiencies
Procter & Gamble says it has “runway” for annual savings and efficiencies in its advertising budget of between $500m and $700m, and it expects to reinvest that in media reach, advertising and effectiveness.
Warc
  • Global
Ad tech isn’t broken – it’s working exactly as it’s incentivized to
At the root of every failure is a reality few want to acknowledge: misaligned marketing KPIs. The very metrics designed to measure success are fueling inefficiencies, short-term thinking, and a cycle of never-ending complexity.
Media Post
  • Global
Barb to start reporting TV set viewing of YouTube channels
Barb is incorporating viewing of YouTube channels into an expanded measurement initiative for YouTube content viewed on TV sets, in what the joint industry currency (JIC) claims is a world-first.
The Media Leader
  • Global
Kraft Heinz ramps up consumer-facing spend
Kraft Heinz, whose brands include Heinz and Philadelphia, is working to significantly increase the percentage of its marketing spend that is consumer-facing – from 65% to 85% of the total.
Warc
  • Global
Fewer streamers launched in 2024, more being pulled
Streaming TV is definitely slowing down, still there was a net gain of streaming "platforms available” at 745 -- up from 722 in 2023 and 669 in 2022.
Media Post
  • Global
Alexa+ gets agentic, smarter and more conversational
Technology was added that enables the LLMs to string together multiple API calls, so Alexa+ can do things like book a reservation but also send a text message to contact to let them know about the dinner plans.
Media Post
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