Metaverse social video boom, ‘data clean room’ defined and digital media’s surge: Datacenter Weekly
Plus, Publicis soars, John Oliver takes on data collection, macroeconomic news in a nutshell and more.
FrankLin
The Metaverse social video boom
Everyone really is talking more and more about the metaverse—not just Facebook parent Meta and other marketers—according to new data that Tubular Labs, the social video analytics platform, has shared with Datacenter Weekly:
• In all of 2020, Tubular tracked the upload of 447 metaverse-related videos on YouTube, which collectively racked up 41.5 million views during the year.
• In all of 2021, Tubular tracked the upload of more than 33,800 metaverse-related videos on YouTube, which collectively racked up 336 million views during the year.
• In 2022 so far—i.e., in three-and-a-half months—Tubular has tracked the upload of just more than 26,800 metaverse-related videos on YouTube, which have collectively racked up more than 342 million views.
Related: “Here are Meta’s plans for virtual commerce in the metaverse,” from Ad Age’s Garett Sloane.
See also: “Metaverse and Web3 marketing glossary—key words and terms brands need to know,” from Ad Age’s Asa Hiken.
Understanding the ‘data clean room’ trend
“The rise of the data clean room is sweeping the advertising world,” Ad Age’s Garett Sloane reports, noting that in recent months companies including Disney, NBCUniversal and Walgreens “have touted clean rooms as new features within their growing online ad businesses.”
What is a clean room, anyway? “Clean rooms are a way for a brand, equipped with troves of data on consumers, to sift through, organize and analyze that data without leaking or revealing personally identifiable information,” Sloane explains.
Essential context: “There are a couple of big reasons that ‘clean rooms’ emerged as data must-haves for advertisers,” Sloane adds. “One is the heavy focus on data security and privacy, which has prompted regulations in digital advertising worldwide. Another is the pending end of third-party cookies, the online trackers that have been used for years in web browsers to target ads to consumers and measure campaigns.”
