Vox Media is not going to mass-cull those vendors like other publishers.
It’s creating its own supply-side platform, which ad tech publishers often use but don’t usually own, to maximize impressions. The publisher’s ad operations execs use tech to optimize, manage and sell ad space on Athena, its ad unit, on sites such as SB Nation and The Verge aswell as premium publishers, which make up the local and national ad marketplace, Concert. This marketplace is extended by the SSP.
Successful as Concert has been since it launched in 2016, most of the dollars spent there have come via direct deals i.e. Not programmatic. Publishers selling inventory at scale can benefit from the use of ad tech, but only if these formats are standard. Vox has taken advantage of this bespoke SSP to make any item not standardized. Vox took a risk that very few publishers have taken since the introduction of programmatic.
” Owning our technology allows for us to be masters in our domain,” stated AJ Frucci (svp media revenue, head of Concert at Vox Media). “Having an ad product that isn’t standard and relying on third-party technology puts our product roadmap at risk .”
Larger publishers recognize the importance of autonomy. Many of them are looking to take advantage of the fact that marketers are keen to reduce the number of intermediaries involved in their bids. Publishers will benefit if this is done more often.
Normally, Vox publishers put their ads up for auction via multiple SSPs. This ensures that there are many exchange “paths” to bid on the same impression and drives up the price. This can be lucrative, but it can also lead to negative effects. There are more SSPs than publishers, which means that there are more ways for them to get a cut of the winning bid. This is not to mention more ways for audience data leakage to these businesses.
Vox’s own SSP allows Vox to overcome these problems without affecting its ability make money from multiple bids for the same impression. Or at least, it does so for a significant portion of its inventory.
Vox’s SSP sells Athena ads to marketers who have bid directly from The Trade Desk. Anyone who needs a different format, or uses a demand-side platform than The Trade Desk, must continue to do so through other SSPs. It is unlikely that this will continue for too long. It is already being considered to add other formats in the future, and to introduce demand-side platforms that can compete with them.
These updates are normal. Publishers shouldn’t spend so much money on their ad tech that it is stuck in the first gear. There are better ways to sell specific formats of ad to specific advertisers than to use a proprietary SSP.
“Our SSSP is designed to create a closer connection between a publisher-led market and the advertisers it serves, at a moment when most of the ecosystem’s assets are owned by third-party middlemen who have been built to commoditize size,” stated Frucci.
Vox’s SSP is a great example of this. It’s not about competing with other SSPs, but more about being able exert more control over the sale of some of its most valuable inventory. It doesn’t need to use technology required by another company to close a deal or to pay a fee for more media impressions. Vox has the ability to set even more terms. That’s the plan. The devil is always in the details in ad tech. Specifically, whether enough marketers will listen to these terms.
On one hand, it shouldn’t be a problem if Frucci has had a positive reaction to the launch.
On the other hand, he still needs to convert that reaction into money — a difficult task in an SSP market that is as crowded and undifferentiated as it is crowded. It won’t suffice to have an exclusive ad unit. This was not Vox’s ace-in-the-hole. The SSP’s true selling point is much more fundamental.
” The reason that private marketplace purchases outperformed those made on the open exchange last fiscal year is because buyers want quality. They want to know what they are buying,” stated Frucci. Powerful .”
is required to achieve this feat with creatives that are more powerful than the programmatic pipelines.
These aren’t just new soundbites. For many years, premium publishers have been encouraging marketers to be more careful about what they purchase. Marketers didn’t listen to those concerns for a variety of reasons. They are now. They are now getting organized to track and profile people without third-party cookie. The most scalable thing they can currently test is audiences curated from publishers. Forte, Vox’s first-party solution for data, will be integrated alongside Unified ID 2.0 in the Concert SSP.
Chances that Vox’s SSP doesn’t represent a trend. This operation is not possible for many publishers. SSP CEOs can rest easy.
” I think that since advertisers raised the issues of transparency and murkiness, some disintermediation has been inevitable,” stated Dan Larden of TPA’s U.K. division. “But I see only positives from it — as the need for the buy-side to demonstrate their value for money greater than ever. The way SSPs have created demand-side services and products has been brilliant. DSPs and curated marketplaces have improved their ability to connect better with inventory that every buyer desires .”
One of the most irritating (and slightly painful) parts of joining a Microsoft Teams call could soon be fixed by a new update.
The video conferencing service is a popular choice for many companies, meaning calls with large numbers of participants joining at the same time, and from the same location (such as a meeting room) are a common occurrence.
However, often when multiple people join a meeting in the same room, a feedback loop is created, which causes echo, which in most cases quickly escalates to howling – with Microsoft likening the noise to when a musician holds the mic too close to a loudspeaker.
Fortunately, a new fix is coming for Microsoft Teams users. In its entry in the official Microsoft 365 roadmap (opens in new tab), the new “Ultrasound Howling Detection” describes how it aims to prevent this noise for users on Windows and Mac across the world.
Microsoft says that the update should mean if multiple users on laptops join from the same location, it will share with the user that another Teams Device is detected in their vicinity and is already joined with audio to the current meeting.
If a user has already joined with their audio on, Microsoft Teams will automatically mute the mic and speakers of any new the person who then joins the call, hopefully putting an end to the howling and screeching feedback.
Thankfully, the update is already listed as being in development, with an expected general availability date of March 2023, so users shouldn’t have to wait too long to enjoy.
The new updates are the result of using a machine learning model trained on 30,000 hours of speech samples, and include echo cancellation, better adjusting audio in poor acoustic environments, and allowing users to speak and hear at the same time without interruptions.
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Mike Moore is Deputy Editor at TechRadar Pro. He has worked as a B2B and B2C tech journalist for nearly a decade, including at one of the UK’s leading national newspapers and fellow Future title ITProPortal, and when he’s not keeping track of all the latest enterprise and workplace trends, can most likely be found watching, following or taking part in some kind of sport.
Shazam! Fury of the Gods lands in theaters on March 17. (Image credit: Warner Bros.)
The final trailer for Shazam! Fury of the Gods has debuted online – and it looks even more charming, funnier, frenetic, and darker than its predecessor.
Shazam’s sequel flick arrives in theaters worldwide on March 17, so it’s about time we were given another look at the forthcoming DC Extended Universe movie (read our DC movies in order guide to find out where it’ll fit in that timeline). Luckily, Warner Bros. has duly obliged. Check it out below:
Okay, there’s some messy CGI and a slightly corny vibe about Shazam 2. But hey, the first problem can be ironed out before the superhero film takes flight, while the latter is part of what makes this movie series spellbinding (see what we did there?).
But we digress – you’re here because you want to find out what you missed from Shazam! Fury of the Gods‘ new trailer. Below, we’ve pointed out six things you might have overlooked. So, what are you waiting for? Shout “Shazam!” and let’s dive in.
1. Who are the Daughters of Atlas?
For a film centered around Shazam, we don’t actually see the titular superhero appear in the official trailer for the first 20 seconds.
Instead, we get another glimpse at Fury of the Gods‘ villains, aka the Daughters of Atlas. The powerful trio comprises the power-hungry Hespera (Helen Millen), dragon-riding Kalypso (Lucy Liu), and Athena (Rachel Zegler), the latter of whom seems particularly torn about how the sisters are going about their business.
So, why are they gunning for Shazam and his superpowered foster siblings? Essentially, when Billy Batson was gifted his abilities by Djimon Hounsou’s wizard in the film film (available now on HBO Max), one of those powers was the Stamina of Atlas. The Daughters of Atlas aren’t too happy about their father’s ability being passed down to a child, so they want to take back what is theirs – and they’ll do it so by any means necessary.
2. Mythological monsters
Shazam’s first DCEU outing featured some horror-imbued creatures in the form of the Seven Deadly Sins. How, then, do you go about topping (or, at the very least) matching what came before? Throw in a bunch of myth-based monsters, of course.
Kalypso’s imposing dragon is the most notable inclusion. It feature prominently throughout the trailer, and we even get an amusing Game of Thrones reference from Shazam – “Hey, Khaleesi!” – in the movie. Hey, Warner Bros. loves to mention its suite of IPs in as many of its films as possible.
But Kalypso’s wyvern isn’t the only fairy-tale-based beast we see. Minotaurs, griffons, and demonic unicorns are just three of the other monsters who’ll turn up in Fury of the Gods. Basically, don’t expect this to be an easy fight for Shazam and company to save the world.
3. You can’t get the staff these days
Saving earth from a new titanic threat will be even harder when Shazam’s adoptive family are stripped of their powers, too. And it seems that the staff, which was wielded by Hounsou’s wizard in the first movie, is the key to giving and taking those abilities away.
In 2019’s Shazam!, the titular hero gave powers to his foster siblings to help him combat the Seven Deadly Sins and Doctor Sivana. They’ve still got those power in Fury of the Gods, too, but they won’t have them for long, based by what the trailer suggests.
The footage shows Freddy Freeman and Mary Bromfield being drained of their abilities by the Daughters of Atlas at various points. The trio are using the wizard’s staff to rob the teens of their powers, so it’s clearly of major importance to the movie’s main players.
Later, we see Shazam wielding it – not before he asks the wizard to take his powers back, mind you, when he becomes convinced he can’t defeat the Daughters of Atlas. Anyway, Shazam’s brandishing of the staff suggests he needs it to boost his own abilities if he’s going to defeat the movie’s antagonists and give his siblings their powers back. Expect the staff to play a vital role in Fury of the Gods‘ plot, then.
4. Prison break
In order to get the wizard’s staff, it seems the Daughters of Atlas go after Hounsou’s magic wielder to obtain it.
We see Hounsou’s character imprisoned at various points, including a shot of Hespera chastising him for giving the power of the gods to Billy, Freddy, and company. “You ripped it from our father’s core,” she tells him, which implies Hounsou’s wizard might not be as mighty and heroic as we were led to believe.
Anyway, Hounsou’s wizard interacts with Shazam later in the trailer, so he clearly escapes captivity. Whether he does so alone, or he enlists Shazam’s help – does that magic-infused dust, which he sends through his prison cell window, have something to do with it? – is unclear. Regardless, we’ll see Hounsou’s character break out at some stage.
5. Is that you, Doctor Strange?
Remember when we said Zegler’s Athena doesn’t seem as keen to destroy earth as her sisters? That’s because, at the 1: 14 mark, we see her use her powers with a uncertain look on her face. You wouldn’t look like that if you were convinced you were doing the right thing, would you?
Based on the fact she’s pushed away by Kalypso (using the staff no less), seconds later, it seems she’ll be swapping sides at some stage.
Interestingly, it seems the wizard’s staff can do more than give or take a person’s powers away. One perceived ability certainly has an air of the Doctor Strange/Marvel-based mystic arts about them. Just look at the Escher-style nature of how the scenery bends and folds in on itself when Athena is pushed back, and when Shazam evades numerous buildings at the 1: 44 mark. We’d be very surprised if DC and Warner Bros. didn’t take a leaf out of the MCU’s book with such an aesthetic.
6. Light the way
Shazam and his fellow superheroes get a costume upgrade in Fury of the Gods. The group’s threads are more streamlined and less plastic-looking this time around, which is pleasing to see.
Fans had been worried, though, that these suits wouldn’t feature one of the first movie’s most underrated (if somewhat tacky) aspects: the glowing lightning bolt on Shazam’s chest. Shazam’s costume in the 2019 movie was manufactured in a way that allowed the bolt to physically light up, avoiding the problem of having to add awkward lighting effects during the post-production phase.
Thankfully, Shazam! Fury of the Gods‘ official trailer confirms that Shazam’s lightning bolt will glow. However, given the sleeker look of the costumes this time around, it appears that the illumination effect has been added in post. Regardless of how it’s been implemented, we’re just glad it’s a feature that’s been retained.
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Jokes aside about Chrome’s incognito mode, the ability to open a private tab for sensitive browsing is incredibly useful. You can perform searches that you want to keep from affecting your recommendations or appearing in your search history—which applies as much to tax information and medical questions as anything more scintillating.
And now on all phones and tablets, you can protect your incognito tabs from prying eyes by locking them down. A quick tweak to Chrome settings on iOS and Android makes biometric or PIN authentication required to view your private tabs whenever you leave the app and then return. It’s an extra layer of protection for when you forget to close a tab when you’re done—easy to do if you’re constantly hopping between apps. No need to worry about banking info sitting unguarded, for example.
Trying to feature out for yourself is easy. If it’s rolled out to your Android device (or if you’re only now trying it on your iPhone or iPad), just tap on the three dot menu in Chrome, then Privacy and Security. Toggle on Lock Incognito Tabs When You Close Chrome. Now when you switch away from Chrome and then come back, you’ll have to pass an authentication check before you can see and interact with those private tabs again.
For folks who use incognito tabs more on mobile than dedicated apps, this feature is a very welcome addition—and one I hope to see come to desktop computers next. I leave my incognito windows open on PC for long stretches way more often than on a phone or tablet. I haven’t yet met a browser window stuffed with tabs that I didn’t like to keep around. And sometimes I’m reading up on something I don’t want roommates to know about; other times, I have private correspondence I’m working on that I really don’t want to be seen.
I can always lock my PC, but I occasionally forget to slam my fingers on Win + L before dashing off to deal with an overflowing pot or vomiting cat. The best alternative is setting up Dynamic Lock in Windows, but that only works if you move far enough away from your computer to trigger the auto-lock. It unfortunately doesn’t prevent someone also in your kitchen from wandering by your screen and teasing you about your recent discovery of r/illegallysmolcats. Ask me how I know.
Alaina Yee is PCWorld’s resident bargain hunter—when she’s not covering PC building, computer components, mini-PCs, and more, she’s scouring for the best tech deals. Previously her work has appeared in PC Gamer, IGN, Maximum PC, and Official Xbox Magazine. You can find her on Twitter at @morphingball.