Street Fight Daily: Google’s Long Game with SMB Websites, Video Ads Rise—Will Fraud Rise With Them?

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Is Google Playing the Long Game with SMB Websites? (Street Fight)
“When you look at this Website growth + the Local Knowledge Panel with Posts + AMP + Progressive Web Apps, we are starting to see the outlines of an “open web” that Google totally controls. Or at least they control the profitable parts,” Mike Blumenthal tells David Mihm in their latest biweekly column.

More Digital Videos Are Coming—How Will They Affect Ad Fraud? (MediaPost)
A recent global ad trends report estimated advertisers are expected to spend $29.8 billion on online video this year—a jump of 27.5%. The report says one in 10 online video placements pose a “negative adjacency” risk for brands—advertising fraud is running high.

Causal IQ Reimagines Role of Programmatic Solutions Provider, Leveraging Intimate Influencers (Street Fight)
Since its launch, Causal IQ has worked quickly to reimagine the role that programmatic solutions providers play in today’s environment. That involves using data and relying heavily on “everyday influencers”—like parents, colleagues, and friends—to authentically reach consumers in target markets.

AppNexus Has Quit the Industry’s Ad ID Consortium (AdExchanger)
AppNexus’s new telco owner, AT&T, has withdrawn it from the Advertising ID Consortium, a shared industry cookie ID it co-founded last year, along with other independent ad tech platforms. Adweek first reported the move on Thursday.

Network Effect: How Shopify Is Powering the DTC Revolution (Digiday)
Shopify has relatively quietly become the core platform for the growing new class of direct-to-consumer brands threatening to upend established brands. The idea is simple: If you want to sell something, Shopify will for a monthly fee help you sell it.

Want to See What’s Up Amazon’s Sleeve? Visit Seattle(NYT)
People who are interested in what is coming next from Amazon, which makes about half of all online retail sales, just need to roam the city. Amazon uses Seattle as a living laboratory, trying out new retail and logistics models.

Vox Media On Pace to Miss Revenue Targets as Digital Ads Disappoint (WSJ)
Digital publisher Vox Media is expected to miss its revenue goal for this year by more than 15%, according to people familiar with the matter, adding to the list of new-media companies struggling to live up to lofty growth expectations.

It Seems Like Apple’s Original Content Will Be Really, Really Bad (TechCrunch)
Last year, an investor projected that Apple would be spending up to $4.2 billion on original content by 2022, but if the reports coming out now about what that content will look like are correct, the company may want its money back.

Joe Zappa is the Managing Editor of Street Fight. He has spearheaded the newsroom's editorial operations since 2018. Joe is an ad/martech veteran who has covered the space since 2015. You can contact him at [email protected]