Finally, The Publisher Pushback On AMP; That’s why we can’t have good news.

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AMP blown

Publishers unplug Google AMP.

Vox and BuzzFeed (and other titles in their portfolios) are testing or planning to test their own mobile optimization pages, which should generate at least 20% more revenue than Google AMP pages without a noticeable increase in site latency , The Wall Street Journal reports.

Publishers say moving away from Google AMP will also give them more control over layouts and ad placements. With proprietary mobile optimization solutions, publishers have the ability to auction impressions across a range of ad exchanges. This is an example of a header auction bringing in more competition, thereby increasing potential ad revenue.

And – bonus! – publishers will be less dependent on Google.

The discontinuation of Google AMP follows disclosures in a Texas State Antitrust Case backed by several attorneys general who uncovered instances where Google tampered with programmatic bidding and appeared to prioritize Google AMP links (and limit non-AMP traffic) in search results.

Newsed and abused

Yesterday CNN and Applebee’s mocked them online after an untimely live ad surfaced on screen just as sirens began to sound in Kiev, Ukraine, following the Russian invasion. Ad age wrote the cranky juxtaposition of the announcement and the online flashback.

It’s easy to make jokes at Applebee’s expense or point out that extra nuance is expected if CNN tries new ad formats that accompany the breaking news…when, you know, a war is breaking out. On the other hand, it’s another example of how important news is paralyzed and discouraged by the judgment of social media crowds and hampered by brand safety practices.

Most brands are naturally risk averse. There’s so much media out there, so why put your name on a news story if it can make you the joke of the day online? Besides, why not block all information about Russia? It’s a slippery slope. But aside from legitimate war coverage, you might find yourself missing out on an article that turns out to be Russian propaganda. So prevention is better than cure.

But CNN places journalists in Kyiv at an exorbitant price. Rather, there should be competition between brands committing to returning to the court or covering deep. Unfortunately, however, what often ends up happening is that advertisers avoid risk – and valuable journalism becomes increasingly unsustainable.

Applebee then followed up with Forbes editor Marty Swant to confirm that the brand had suspended advertising on the network.

New address

Do you remember PRAM? It’s the Partnership for Responsible Addressable Media, for those who are tired of acronyms. Good, soon it won’t be anymore.

PRAM will cease operations and transfer governance of Addressable Media Identifiers (AMI) to the Digital Advertising Alliance (DAA). Yes, this is our industry, folks, one in which the phrase “DAA takes over from PRAM’s AMIs” makes sense to someone.

PRAM was launched in August 2020 as an initiative of some 400 advertisers, agencies, publishers, ad technology companies and other commercial organizations with the goal of creating digital advertising standards that respect web privacy, user experience and monetization. (Call it alchemy, the holy grail, or personalization with privacy.)

A year ago, PRAM solicited comments on potential new technologies to replace cookies and other identifiers. After evaluating several AMIs, including The Trade Desk Unified ID 2.0, PRAM concluded its work with the publication of a policy framework that outlines the do’s and don’ts of creating MAIs. A sin, do give consumers a choice and do not do forget to get permission.

The DAA is now responsible for refining the framework and managing the application and review process for AMI certification.

Hope springs eternal on the long road to a cookie-free future.

Cloudy with a chance of encounters

Cloud data software companies are fiercely competitive, but they need middleware services that integrate seamlessly with many vendors. That’s part of why dbt Labs, a tool for integrating and collaborating with common business applications and cloud technology providers, just raised $222 million (at a valuation of $4.2 billion) from Databricks, Snowflake, GV (Google’s VC unit), and Salesforce Ventures.

An interesting factor supporting dbt Labs is that it is a community brand, as Founder and CEO Tristan Handy points out. in a post announcing the news. It has a newsletter, hosts meetups, has some 25,000 members on Slack, and a big conference — so you’d be forgiven for thinking dbt is a new media startup.

What’s the takeaway? Technology can be replicated. But if you have a meaningful community of data and analytics professionals, the big ones want to be part of your roadmap (and make sure no one company has too much influence individually).

From the perspective of companies like Amazon, Google, Salesforce, et al., having an engaged community of backers may be the most important differentiator as an independent player.

But wait, there’s more!

Why Apple’s Dutch App Store fight matters. [NYT]

make it rain: Mobile monetization provider AddApptr announced $60 million investment from Aonic Group [release]. ‘Experience relationship management’ platform raises $47 million [VentureBeat]. Latina-owned Canela Media gets $32 million [Forbes]. ‘Ad ethics’ start-up Good-Loop secures $6 million in private equity funding [TechCrunch].

BuzzFeed enters into an exclusive agreement with Stellar Partners to set up stores at airports. [release]

Brian Morrissey: The end of an era for ad targeting. [Rebooting]

Not just groceries: Instacart adds Lowe’s as its first home improvement retailer. [release]

You are engaged!

Tom Schutz is appointed CRO of Ascential Digital Commerce. [release]

MiQ appoints Sean Reardon as global CEO and co-founder Gurman Hundal assumes the role of global executive chairman. [release]