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not so fast
FAST channels have been slow to develop original content.
Most free-to-air, ad-supported (FAST) TV channels feast on the leftovers of linear TV. It works because old shows are still new to millions of viewers who didn’t catch them on the set-top box. That’s why FAST channels can make ‘lots of money’ streaming old content, says unnamed source Digiday.
But leftovers don’t stay appetizing for long. This growth will plateau once reruns reach a saturation point, and the next logical step is original content.
The challenge is to offset the high production costs against the viewership and revenue growth it will create. Original content also has marketing value, as channels that can promote original content attract new viewers.
The strategy works for Fuse. It has seen its viewership and revenue quadruple in the past year. Part of that growth comes from its recent foray into original programming, Patrick Courtney, head of digital at Fuse, told Digiday. Polaris, a FAST channel featuring stories from BIPOC creators, is another example – it plans to increase its original content ratio from 40% currently to 70% by the end of the third quarter, COO Nathaniel Clark told AdExchanger.
Defense is a strong attack
Google removed dozens of apps containing an SDK by Measurement Systems, a Panamanian technology company linked through corporate records to a US defense contractor that works with national security agencies, The Wall Street Journal reports.
The SDK has been installed in several Muslim prayer apps and a popular weather app in Iran, as well as highway speed camera detection apps and consumer apps.
US security and intelligence agencies “purchase publicly and commercially available data,” a Pentagon spokesperson said.
The Measurement Systems SDK stood out for its invasive practices and “could undoubtedly be described as malware,” said Serge Egelman, one of two researchers who documented the data collection.
For small and medium-sized developers, it’s hard to turn down an SDK willing to pay above-market rates. The developer of one of the prayer apps said he was made aware that the SDK collects location data on behalf of internet service providers, energy and financial services companies.
“This saga continues to emphasize the importance of not accepting candy from strangers,” Egelman says.
The apps were removed a month ago, and some have returned — they’re free to do so as long as they drop the SDK.
What is harma in pharmacy?
Doceree, a programmatic startup targeting pharma and life science messaging to physicians, raised $11 million.
Doceree says its identity resolution service can segment doctors based on the diagnoses they make, the prescriptions they write, or the procedures they perform. The startup says it targets these profiles in “doctor-only channels,” such as professional medical resources or networking services, as well as online healthcare portals.
The problem with programmatic pharmaceutical marketing is that patients don’t realize it’s happening – the campaign is between the pharmaceutical advertiser and the doctor, not the general internet users. If Google is inappropriately targeting search users with pharmaceutical ads based on known profile data, it would be obvious because Google is targeting them. A campaign of pharmaceutical conquest can rage in the background of online media channels reserved for doctors. Patients have no idea; they just get the prescription for the drug the doctor is most concerned about.
Doctors are attached to many deterministic identifiers. There are addressable identifiers associated with medical school graduation, physician certification, state license to practice, and DEA prescribing rights, all tied to a person with a medical specialty known, prescription history, education and hospital residency.
Physician-only media supplies are hard to come by. But medics are incredibly easy to target.
But wait, there’s more!
AMC Networks will be bringing purchasable ads to this year’s upfronts. [Ad Age]
E-commerce and payment services company Productsup raises $70 million. [release]
You are still being tracked on the internet, but in a different way. [NYT]
L’Oréal is considering impulse sales on TikTok. [Digiday]
You are engaged!
Sharethrough appoints Richard Ottoy Managing Director of EMEA and opens an office in London. [release]
Publishers Clearing House hires Google veteran Bill Masterson as president of PCH Media. [release]