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InContext Newsletter: DCN’s weekly briefing of media news – November 30, 2017

November 30, 2017

By Michelle Manafy, Editorial Director - DCN

Weekly insights into the business of digital content


Who wins and who loses if net neutrality gets neutralized?

It feels like déjà vu all over again, harking back to the not-so-distant past when we had “Internet Slowdown Day” (2014) and “Internet Blackout Day” (2012) in support of net neutrality. Those battles seemed to have been won with the FCC changing its rules to protect net neutrality so that ISPs don’t block or throttle traffic. But times change. The new FCC chairman Ajit Pai, formerly an associate general counsel at Verizon, recently released a proposal that would undo the Obama-era regulations that enforced net neutrality. Here’s a roundup of some of the winners and losers if the FCC’s proposal comes into play, with an eye on publishers and online content.

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New ‘Digi*Pub’ Publishing Industry Podcast Launches

The Harvard Digital Publishing Collaborative has launched a podcast called Digi*Pub, which explores the spectrum between content and its audiences and communities – everything from content to business to technology in the worlds of media and publishing. You can find the podcast on Apple iTunes, Google Play, and directly online at www.digipubpodcast.com.

The Google PR lobbying machine rumbles back

In a recent speech to the Society of Editors’ at The Tamburlaine Hotel in Cambridge, Ronan Harris, Managing Director of Google UK and Ireland, fed decade-old Google arguments into the winds, despite the current media climate. While acknowledging that, “the open internet has turned business models on their heads and raised all kinds of new questions and challenges for us all,” Harris systematically tried to distance Google from any negative affect and control over the demise of news media and its societal consequences. By opening his talk on the uniqueness of the company’s role, Harris makes his Google-eyed perspective clear with the company’s classic “But we’re a search company” retort to any attempt to hold them to the standards to which responsible media companies gladly adhere.

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How to tackle brand safety in programmatic, according to GroupM, Vox Media, The Trade Desk, LinkedIn, and Sizmek

The number of brands placing ads programmatically dropped 17% in April compared to the same period last year. The reason? Brand safety. Brands are more concerned than ever that their ads are being displayed next to offensive content. Things have escalated in the wake of the most recent YouTube scandal. As a result, some are beginning to shift programmatic spend. But is this the right move? How can agencies and brands better control quality? How can the industry improve? A group of industry leaders offer their insights on how to move forward.

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Research proves it: Viewable marketing campaigns get results (but how much is enough?)

To evaluate the impact of viewability and measure its effectiveness, Magna, IPG Media Lab, Moat, and The Trade Desk joined together to analyze ad viewability rates as related to overall campaign performance. The research specifically focused on direct-response advertising. While the MRC set the standard, Magna’s research focused on better understanding the relationship between how viewable an ad is to how effective it is.

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DCN’s must reads: week of November 30, 2017

Here are some of the best media stories our team has read so far this week:

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