Updated Terms & Conditions—coming soon

Welcome to the end of March! We’ve made it. On to Q2—with an update to digital marketing’s Terms & Conditions.

Task Force to Reevaluate T&Cs for Ad Buyers and Sellers

In April, the Interactive Advertising Bureau (IAB), 4A’s, and Association of National Advertisers (ANA) will form a joint task force to update the Terms & Conditions between ad buyers and sellers for internet advertising. Despite updates in 2010 and 2018, the current version of the Terms & Conditions was created in 2001 and doesn’t account for significant strides the marketplace has taken in subsequent years.

President and Chief Executive Officer of 4A’s Marla Kaplowitz says the effort will foster “an effective digital advertising ecosystem” and “ensure we collectively address evolving needs in the marketplace.” Meanwhile, although Chief Executive Officer of IAB David Cohen agrees, he also notes, “Having worked on previous iterations, I know the road ahead will not be easy.”

This is big news for digital ad buyers and sellers. Establishing best practices, removing friction, and increasing efficiency in the online space will overhaul the current digital landscape. And if you’re interested in joining the task force to help with this landscaping, you can do so here.

YouTube Says, “Make Your Own Kind of Music……Ad Lineup”

YouTube plans to use AI to serve Gen Z users ads based on their music trends. The platform will “create content packages” allowing marketers to target consumers based on music preferences. Additionally, YouTube is looking to expand its music and podcast ad offerings. All of this comes as marketing budgets across the board are being slashed to combat high inflation.

Vice president of global advertiser solutions for Google and YouTube Debbie Weinstein cites "laser-focused" advertisers as the reason for the original expansion of ad offerings. The content packages are an ultra-targeted extension of those offerings conceived late last year. YouTube will use “audience signals” to track the most popular music throughout its content, then feature them in packages called “lineups” for purchase by advertisers across YouTube, YouTube Music, and YouTube Shorts.

This is a big blow to Spotify, who’s attempting to corner the market on podcasts (and podcast ad dollars) to make up for its lack of revenue from music. And considering Gen Z has collectively recreated interest in Kate Bush’s “Running Up That Hill,” “Mama” Cass Elliot’s “Make Your Own Kind of Music,” Linda Ronstadt’s “Long, Long Time,” and Lady Gaga’s “Bloody Mary” from snippets of their music paired with visual media, YouTube might be onto something.

Around the Web

• Google is launching an ads library—Google’s Ads Transparency Center.

• Marketers don’t seem to be worried about the TikTok code on their sites.

• Shake Shack launches The Super Mario Bros. Movie activation.

• Media buyers are frustrated with Netflix’s $55 CPM.

• Van Leeuwen boosts brand awareness with….ranch-flavored ice cream.

Just Can’t Get Enough

Dogs. And TikTok user @weratedogs reminds us why.

• Every week, we’re treated to the Top 5 dogs of that week.

• And the most recent week’s dogs are, as always, very good.

Are you excited by an updated Terms & Conditions? Do YouTube’s ad “lineups” intrigue you? Which underappreciated classic do you hope Gen Z revives next? Reply and let us know!

Thanks for joining us, and we’ll see you Tuesday!