Apple flexed its wallet today in a way Facebook has been scared to do. Tech giants make money by the billions, not the millions, which should give them an easy way to break into premium video distribution: buy some must-see content. That’s the strategy I’ve been advocating for Facebook but that Apple actually took to heart. Tim Cook wrote lines of zeros on some checks, and suddenly Steven Spielberg, JJ Abrams, Reese Witherspoon, Jennifer Aniston, and Oprah became the well-known faces of Apple TV+.
Facebook Watch has…MTV’s The Real World? The other Olsen sister? Re-runs of Buffy The Vampire Slayer? Actually, Facebook Watch is dominated by the kind of low-quality viral video memes the social network announced it would kick out of its News Feed for wasting people’s time.
And so while Apple TV+ at least has a solid base camp from which to make the uphill climb to compete with Netflix, Facebook Watch feels like it’s tripping over its own feet.
Today, Apple gave a preview of its new video subscription service that will launch in fall offering unlimited access to old favorites and new exclusives for a monthly fee. Yet even without any screenshots or pricing info, Apple still got people excited by dangling its big-name content.
Spielberg is making short films out of the Amazing Stories anthology that inspired him as a child. Abrams is spinning a tale of a musician’s rise called Little Voice Witherspoon and Aniston star in The Morning Show about anchoring a news program. Oprah is bringing documentaries about workplace harassment and mental health. Apple even has the Seasame Street gang teaching kids how to code.
This tentpole tactic will see Apple try to draw users into a free trial of Apple TV+ with this must-see content and then convince them to stay. And a compelling, exclusive reason to watch is exactly what’s been missing from…Facebook Watch. Instead, it chose to fund a wide array of often unscripted reality and documentary shorts that never felt special or any better than what else was openly available on the Internet, let alone what you could get from a subscription. It now claims to have 75 million people Watching at least one minute per day, but it’s failed to spawn a zeitgeist moment. Even as Facebook has scrambled to add syndicated TV cult favorites like Firefly or soccer matches to free, ad-supported video service, it’s failed to sign on anything truly newsworthy.
That’s just not going to fly anymore. Tech has evolved past the days when media products could win just based on their design, theoretical virality, or the massive audiences they’re cross-promoted to. We’re anything but starved for things to watch or listen to. And if you want us to frequent one more app or sign up for one more subscription, you’ll need A-List talent that makes us take notice. Netflix has Stranger Things. HBO has Game Of Thrones. Amazon has the Marvelous Mrs. Maisel. Disney+ has…Marvel, Star Wars, and the princesses. And now Apple has the world’s top directors and actresses.
Video has become a battle of the rich. Apple didn’t pull any punches. Facebook will need to buy some new fighters if Watch is ever going to deserve a place in the ring.
Nufa lets you live up to unrealistic beauty standards at the tap of an app • TechCrunch
It isn’t like Instagram is a beacon of truth as it is, but things are about to get a lot worse, as Nufa takes any image and sculpts you into the “after” picture dream that every gym owner wants to project into our souls as they continue on their mission to make us all look like body-building beasts with cleavage out the wazoo and abs for days.
The new mobile app “seamlessly transforms the human body into a picture in one click,” as it considers muscle structure, body type, skin color, body position and even tattoos to provide a “digital experience that hardly differs from real body transformation pics.”
“For women, we have an additional feature of transforming the breast from the 1st to the 5th size that works even with neckline clothes,” Nufa’s head of Analytics, Artem Petrikeev, said in an email to TechCrunch. “We are changing body pics similar to how Faceapp changes selfies.”
Can we be done making ourselves feel less than already?
But hey, if this is your jam, I guess you, too, can see what you’d look like if you conformed to completely unrealistic beauty standards. You do you, boo, but if you install this app, perhaps think about what it is you’re buying into. You’re perfect as you are, and if you don’t believe that, think about where that belief came from.
TechCrunch’s parent company links up with Taboola • TechCrunch
Folks often ask if Crunchbase and TechCrunch are still the same company (nope). Many express surprise that AOL was once this publication’s sole parent (yep). The saga of Who Owns TechCrunch is actually somewhat interesting. Various corporate developments over the last decade saw TechCrunch trade hands several times, including our most recent ejection from Verizon (long story) into the arms of private equity (shorter story).
Today we’re part of a reconstituted Yahoo, an entity that combines its historical assets — sans Alibaba — with AOL and other properties including this publication. I bring all that up because our parent company is in the news today. So much so that we’re pushing the value of a public company sharply higher by dint of our partnering with it, and taking a sizable stake in its equity at the same time.
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Because my employer is about to own just under a fourth of Taboola, I want to rewind the clock a bit today and recall how we wound up in a world where both Taboola and Outbrain — online advertising companies that you are familiar with, and have at times collected criticism — are public companies.
This should be lightweight and fun. Frankly, before today, I had never read a Taboola or Outbrain earnings report. We will explore together! Into the numbers!
A merger that didn’t
Yahoo gets 25% stake in Taboola as part of long-term advertising deal • TechCrunch
Yahoo is taking a nearly 25% stake in advertising network Taboola. In exchange for this move, Taboola is becoming Yahoo’s native advertising partner through a 30-year commercial agreement.
If you’re not familiar with Taboola, you may have seen its content recommendation widgets on popular news websites, such as USA Today, Insider and The Weather Channel. They mostly feature sponsored links that lead to third-party websites. Those links appear in recommendation widgets at the end of news articles or in the middle of a content newsfeed.
Yahoo is a name that you may already know quite well. It is now a private company owned by investment firm Apollo Global Management. It owns many popular media properties, such as Yahoo Finance, Yahoo Sports, Yahoo News, AOL and Engadget. Yahoo’s homepage and Yahoo Mail are also important products for the company as they attract large audiences. Yahoo is TechCrunch’s parent company as well.
This isn’t the first time Taboola is signing a strategic partnership that covers some of these properties. In 2015, Verizon acquired AOL. The next year, Taboola and AOL signed a strategic partnership that led to integrations of Taboola’s ads on AOL properties. Shortly after, Verizon also acquired Yahoo and merged AOL with Yahoo.
And now, the second incarnation of Yahoo, which includes AOL’s activities and operates separately from Verizon, is doubling down on digital advertising. With this new deal, Taboola becomes the exclusive partner for native advertising across all of Yahoo’s digital properties.
It means that you’ll soon scroll through news articles on Yahoo Finance and see an item that looks just like a normal article. But it will be a Taboola-powered advertising unit instead. Or at least, that’s the idea. Advertisers will be able to buy Taboola through the Yahoo DSP.
“Partnering with Taboola enables Yahoo to further enhance the contextual and native offerings within our unified advertising stack. The partnership also allows Yahoo and Taboola to continue to differentiate in market, improving user, advertiser and publisher experiences across properties, while benefiting from the long-term tailwinds in digital native advertising,” Yahoo CEO Jim Lanzone said in a statement.
As Yahoo currently reaches nearly 900 million monthly active users, it represents a significant deal for Taboola. Right now, Taboola partners with 9,000 publishers and reaches 500 million users every day.
This deal isn’t just a way to display Taboola ads in front of more eyeballs. As technology companies and regulators are cracking down on privacy-invasive targeting methods, adtech companies like Taboola need to find new ways to target audiences in an effective way.
“Our collaboration with Yahoo will give advertisers access to what I believe is the most sophisticated contextual dataset online. Together, we’re going to build a ‘Contextual Powerhouse’, enabling advertisers to target relevant audiences without relying on third-party cookies and while maintaining complete user privacy,” Taboola founder and CEO Adam Singolda writes in a blog post.
Taboola went public last year by merging with a special purpose acquisition company, also known as a SPAC. Taboola shares (NASDAQ:TBLA) are currently up 70% in pre-market trading compared to yesterday’s closing price — but Taboola shares have been steadily going down over the past twelve months. Shares should open at around $3.14.
As part of the deal, Yahoo is becoming Taboola’s largest shareholder with a 24.99% stake in the advertising network company. Yahoo will also get a seat on Taboola’s board of directors. Both companies expect to generate $1 billion in annual revenue from this newly formed partnership if integrations go well.
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