Podcasters “buy” plays through mobile game ads; Brands rush to comply with data laws


In today’s ExchangeWire news digest: Bloomberg report finds some podcast networks are acquiring listeners via ads in mobile games that trigger automatic downloads; brands rush to comply with California data privacy laws following US$1.2 million fine against Sephora; and LINE MAN Wongnai becomes Thailand’s largest tech startup after reaching a valuation of over $1 billion.

Podcasters Acquire Impressions Through Mobile Game Ads

Podcast makers attract millions of listeners using mobile game ads that cause an episode of their show to automatically download to a gamer’s device. Every time a player taps on the ad, which they may be encouraged to do with the promise of an in-game reward, an episode of a podcast they may have never heard of is automatically downloaded to his phone, allowing the podcast company to claim an additional download and a new listener.

The service is provided by Jun Group, which places such ads in more than 1,000 mobile apps to “educate consumers about products, websites and podcasts,” according to CEO Corey Weiner. iHeartMedia Inc. has reportedly spent over US$10m (~£9.4m) on such Jun Group ads since 2018, earning around six million unique plays per month.

The tactic is questionable to some analysts, who say it could depreciate the value of downloads and plays as primary metrics of ad sales. Bloomberg’s Ashley Carman points out that ads are inserted into an episode from the minute it is downloaded, which means another impression is counted by the network sales team whether or not the user listens long enough for them to can play.

Marketers step up efforts to comply with privacy regulations following Sephora lawsuit

More brands are revising their data policies to ensure they comply with the California Consumer Privacy Act (CCPA) after beauty retailer Sephora accepted a $1.2 million fine US (~£1.1m) for allegedly breaching the rules.

According to advertisers and consultants, few companies made a substantial effort to ensure they were CCPA compliant after its implementation in 2020, as they did not believe it applied to them or that failure to comply would result in harm. serious consequences. Many have focused more on adhering to the EU’s GDPR, which has incurred significant fines from tech heavyweights like Amazon and Meta.

However, the upcoming California Privacy Rights Act (CPRA), which aims to strengthen the existing law, could result in many brands being caught off guard if they do not act, especially since it does not include the 30-day grace period to attempt to remedy offenses granted under the CCPA.

LINE MAN Wongnai becomes Thailand’s largest tech startup

LINE MAN Wongnai’s valuation has soared to over US$1 billion (~£936m), making it Thailand’s largest tech startup. The achievement follows a Series B investment round led by GIC, Singapore’s sovereign wealth fund, and LINE Corporation, which raised US$265m (~£248m).

According to a company press releasethe latest capital injection will be used to strengthen the food delivery app’s “strong position” in space by allowing them to expand their range of services, improve their existing technology stack and increase their workforce technical to 450 employees.

LINE MAN Wongnai, which was born from the union of on-demand assistant app LINE MAN and restaurant review platform Wongnai in 2020, currently offers food and grocery delivery, as well as courier and taxi services. The company saw its monthly orders placed through its food delivery service grow more than 15 times from January 2020 to August 2022.

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Fact of the day

£46 million – the amount spent on podcast advertising in the UK in 2021.

Source: Cybercrew

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