Scout: Video Podcast Inventory Hype, Netflix’s Adtech Conundrum, and More in This Week’s Digest of Top Digital Marketing Content


Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don’t have to. Here’s what to read from the week of 3/16/23 – 3/23/23 to stay ahead of the curve:

More and more consumers are heading to visual platforms, such as YouTube, to watch podcasts. (What’s next, watching TikToks on Instagram? Oh, wait…) To adjust to this crossover, media buyers are figuring out next steps with podcast publishers, from how to buy—video, audio, or both—to how to define and attribute success.

It’s been a busy week for Big Tech on the regulatory front. TikTok’s CEO Shou Zi Chew is testifying before a Congressional committee against threats that the US could ban the app. Meanwhile, industry group NetChoice launched a new litigation center to tackle issues ranging from state social media laws to antitrust suits.

The state of data privacy in advertising is a burning topic. With consumers and regulators alike pushing for change (and third-party cookie deprecation in Chrome rapidly approaching), advertising teams would be well-served to explore privacy-friendly solutions now. If you’re looking for a framework to set your team up for success in a privacy-focused future, this piece is for you.

After a somewhat rocky start to its advertising debut, Netflix’s recent series of moves demonstrate “they’re serious about the ads business.” This article breaks down the factors that contributed to the streaming service’s initial “bumpiness” for advertisers, as well as where things could go from here.

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