8 Burst results for "Tara Wolpert Levy"

"tara walpert levy" Discussed on TIME's Top Stories

TIME's Top Stories

05:38 min | 6 d ago

"tara walpert levy" Discussed on TIME's Top Stories

"YouTube's next move in the race to be TikTok by Meghan mcclusky. YouTube is giving more creators more opportunities to make money in an apparent bid to compete with TikTok. The Google owned company announced at Tuesday's made on YouTube event that it's lowering the bar for creators to make money on the platform by introducing revenue sharing to shorts. It's TikTok like video sharing service, where videos can be up to 60 seconds long. YouTube said it plans to give shorts creators 45% of the revenue generated by the ads that play in between videos starting in early 2023. Short video is clearly a really popular format. So it feels like every platform is kind of moving in the same direction, says Mark Bergen, the author of, like, comment, subscribe, and sign YouTube's chaotic rise to world domination. YouTube reportedly first announced these changes internally during an all hand staff meeting on September 15th, with vice president of product management, and creator products amjad hanif, citing the development as the largest expansion that YouTube's monetization program has undergone in several years. Tech industry experts say the move seems to indicate that YouTube is pushing to retain creator loyalty as Chinese owned TikTok increases rapidly in popularity. For its part, YouTube says that a monetization option for short form content has always been part of its long-term plan. The announcements we made today are first of its kind and establish a new model for the due and critical compensation for mobile first short form video creators. A YouTube spokesperson says, this is a huge area of investment for us, and we look forward to seeing how it helps the community thrive and grow. With over 2 billion monthly active users, YouTube is far and away the top performing online streaming platform. But TikTok's popularity is becoming more and more clear. TikTok's average monthly active users increased by 234% in the second quarter of 2022 compared to the same time period in 2019. While YouTube grew by only 29%, according to data from app metrics platform, since her tower. What TikTok has done is sort of take YouTube's recommendation system and Facebook's feed features that have been criticized for prioritizing engagement and addiction and ball it all up into a really compelling service. TikTok has also gained a serious foothold among Gen Z users, a Pew Research survey published in August, found that while YouTube is still the most popular social media platform among U.S. teens, TikTok is steadily gaining ground. The survey showed that 95% of U.S. teens use YouTube and 19% are on the platform almost constantly, as compared to the 67% he used TikTok and 16% he used it almost constantly. Instagram and SnapChat are next in the rankings with 62% and 59% of teens saying they use the platform's respectively. TikTok is the platform of choice for young people, says Margaret o'mara, a historian of the tech industry, and that's the growth market that all of these platforms have been chasing. YouTube strategy echoes recent updates that Facebook and Instagram parent meta has made to its platform to compete with TikTok. Since introducing reels in 2020, Instagram has touted the short form video feature as its answer to TikTok. But the company has experienced a number of setbacks and growing the service. The Wall Street Journal reported earlier this month that according to internal meta research, Instagram users cumulatively spent less than one tenth of the time per day on reels that TikTok users spend on TikTok. According to the journal, part of the reason for this is that Instagram has struggled to recruit people to make content. This is the exact problem that YouTube seems to be trying to hedge its bets against. Lowering the bar for creators to earn money on the platform is a significant move that reflects how the ecosystem of social media influencers has grown and changed, says omara. Even ten years ago, this whole world was different and YouTube could, in a way, act like an old Hollywood movie studio and have a stable of stars that it nurtured and showcased, she says. Now the new creators who seem to be getting a lot of attention and a lot of traction very quickly are on TikTok. YouTube wants to be appealing to that set of creators. Previously, YouTube creators only made money if they had at least 1000 subscribers and audiences watched at least 4000 hours of their videos. Now creators with 1000 subscribers and 10 million shorts views over 90 days can also cash in on their content. During Tuesday's event, YouTube vice president of America's Tara walpert levy said the company wants YouTube to be a one stop shop for creators. Our belief is that you should be able to make a living in any format, she said. TikTok has introduced competition to YouTube in a way it's never really experienced, says Bergen, who adds, that's forced YouTube to pay more attention and give resources to creators in a way that it hasn't before..

YouTube TikTok Meghan mcclusky Instagram Mark Bergen amjad hanif Pew Research SnapChat Margaret o'mara U.S.
"tara walpert levy" Discussed on Techmeme Ride Home

Techmeme Ride Home

04:19 min | 3 months ago

"tara walpert levy" Discussed on Techmeme Ride Home

"And newer outlets such as live streaming. Shorts are up to 60 seconds long. Our creators went fame or fortune or creative expression or ideally all three said Tara walpert levy, vice president of America's at YouTube. This is the best way to deliver against that. End quote. Although apples to apples data aren't publicly available, YouTube's newly published viewership number would give shorts a similar audience to TikTok and its Chinese counterpart. According to the most recent figures. TikTok said in September, the app had drawn more than 1 billion monthly active users. Third party estimates have pegged the number as high as almost 1.6 billion at the end of March. ByteDance said in 2020 that doyen had reached more than 600 million daily active users. Meta the parent company of Facebook and Instagram hasn't said how many monthly users interact with reels and quote. So I'm leading with that because I compare that story with this one. The verge has seen an internal memo suggesting that meta plans to make Facebook more like TikTok, including bringing messenger back into the main big blue app and recommending posts from unconnected sources in what used to be called the news feed. Quote, in an internal memo from late April obtained by the verge, the meta executive in charge of Facebook, Tom Allison, spelled out the plan, rather than prioritize posts from accounts people follow. Facebook's main feed will like TikTok start heavily recommending post regardless of where they come from. And years after messenger and Facebook split up as separate apps, the two will be brought back together, mimicking TikTok's messaging functionality. Combined with an increasing emphasis on reels, the plan to change his show how forcibly meta is responding to the rise of TikTok, which has quickly become a legitimate challenger to its dominance in social media. While Instagram has already morphed to look more like TikTok with its focus on reels, executives hope that a similar treatment to Facebook will reverse that app's stagnant growth and potentially lure back young people. The moment is similar to when Facebook copied SnapChat as it was growing quickly, but this time the stakes are arguably higher. Investors are doubting meta's ability to navigate challenges to its ads business and with its stock price already battered, the company needs to show that it can grow if Zuckerberg wants to keep funding his metaverse vision. Alison put it bluntly to employees in a comment underneath his April memo I saw, quote, the risk for us is that we dismiss this as being not valuable to people as a form of social communication and connection, and we fail to evolve. After I asked metaphor comment on his memo, the company set me up with Allison for his first interview since taking the helm of the world's largest social network last year. He says the new goal for Facebook is to build the discovery engine, a phrase also mentioned as a top priority by CEO Mark Zuckerberg during that is most recent earnings call with investors. Here's how the future Facebook app will work in practice. The main tab will become a mix of stories and reels at the top followed by posts, it's discovery engine recommends from a cross both Facebook and Instagram. It'll be a more visual video heavy experience with cleaner prompts to direct message Friends a post to make messaging even more prominent Facebook is working on placing a user's messenger inbox at the top right of the app, undoing the infamous decision to separate the two apps 8 years ago. Instagram is already well ahead of Facebook and its push to show more reels from accounts you don't follow or what the company calls unconnected sources. Right now, only about 11% of content in Facebook's main feed is unconnected. The company tells me, and to date, those posts have mostly surfaced through re shares, people post to their network, not the company's AI based on my conversations with Allison and his memo. It's clear meta realizes that to really compete with TikTok it has to replicate the magical experience of TikTok's main for you page. The news feed, which dropped news from its name earlier this year. Pioneered a social feed that learns from explicit cues you give it such as friending someone or following a page. TikTok took that a step further by guessing what you like based on your passive viewing habits, injecting a never ending fire hose of short videos into people's screens. By removing the need to follow accounts before you see interesting videos, TikTok also leveled the playing field for creators, giving them away to go viral overnight without a large following.

Facebook TikTok Instagram Tara walpert levy ByteDance Tom Allison YouTube meta CEO Mark Zuckerberg Third party America Zuckerberg Allison Alison
"tara walpert levy" Discussed on AdExchanger Talks

AdExchanger Talks

04:08 min | 1 year ago

"tara walpert levy" Discussed on AdExchanger Talks

"I won't bore you with your listeners by going on about the amazing advances in people's lives that the technology delivers google aspires to to continue to be helpful but in that decade. I think we also saw some of the extra analogies that that we did not expect us strongly right and so some of the pivots that we had to make around brand safety or around misinformation or societal issues that then show up also in I think require a more thoughtful and measured approach in susan and sundar speak often about wanting to make sure that we are on the right side of history and that we are doing the right thing for you know not just our users and our partners our customers but for society and so those decisions are difficult and complex and sometimes require a little more up on this and i think if you look at the last five years the overwhelmingly positive feedback that we have gotten in terms of our approach to some of those tough topics we were. I was the first platform to be accredited for brand safety by rc. Earlier this year. It's really important and so does that. Take some of the time that that once was one hundred percent focus on you know shore innovation. of course it does but You know. I think our leadership is balancing really well and i think most google earth that does it feel like we're coming into a really pivotal moment to you in two thousand and twenty two. I mean at google. You obviously have multiple constituent. It's not just one company. It's like a bunch of companies in and you have folks over on google chrome side. They're your colleagues. Google who are doing things that are making it impossible not say in a bad way but impossible for folks in google ads side to operate the way that they have in the past. Google ads is is trying to respond. Your counseling your brands. Your agency partners on how to respond. But i'm curious from your point of view And then i'm sure you have lawyers involved at every level which is another but But you know when you have the such an immense company hundred forty thousand people and global reach a different part of your company making the changes that are affecting the privacy regime for the whole internet. How does that feel to you. Does it feel like next year. Everything will be is uncertain. Does it feel to you. We are coming into a new period without veil the tools we need or do you think that everything that's been provoked proposed both through the privacy. Sandbox and an independent industry initiatives are going to swoop in recreate some of the functionality of personalized ads on the internet. Listen i think people in this industry it live for reinvention right. We've reinvented multiple times as the needs have changed in that part of the fun of being this incredibly fast moving and evolving environment. I think that it's actually very important. That chrome operates separately from as we want to make sure that we are fair And that we don't have an advantage anybody else had does not have and so you know i think that that separation and it was noted in the cma announced out of europe is important to reinforce and one thing. I feel good about it again. That that principle of fairness is common across googling alphabet i think is shared set of principles about things like fairness and doing right for customers and partners and working with the industry at whatever portion of the industry different different parts of our business touch and so to your point about are we still developing tools and solutions that are needed as we need them..

Google next year google one hundred percent two thousand hundred forty thousand people europe both Earlier this year first platform one company twenty two earth sundar one thing last five years susan google chrome once
"tara walpert levy" Discussed on AdExchanger Talks

AdExchanger Talks

04:56 min | 1 year ago

"tara walpert levy" Discussed on AdExchanger Talks

"Of users at once so programmatic. Sse is what we've built a publica support. The scale of programmatic in unnecessary. I contact how. Can i be used to stop fraud and see tv. While the sai server is the entry point into monetization but also to the streaming of content right. It's the server that delivers a seamless. Stream of contemplates adds to the end device. So by securing the server we make it incredibly difficult for fraudsters to spoof content or to spoof ads and potentially the holistic server altogether. So that's why publica is actually working with the tech lab on a new cryptographic security standard to help with tv fraud prevention by essentially leading the. Ssi serger offense with end ity downstream to guarantee that the impression has been delivered in the right environment by the right system all right that's been anterior co founder and ceo publica. Ben thanks for your support. Absolutely thank you. And.

Ben ceo publica Sse publica
"tara walpert levy" Discussed on AdExchanger Talks

AdExchanger Talks

03:22 min | 1 year ago

"tara walpert levy" Discussed on AdExchanger Talks

"With ben anti co founder and ceo with publica or sponsor for the month. Hey ben thanks for have any. So what is publica. And what role do you play in the see tv ad tech ecosystem public is connected tv ad server so we provide technical infrastructure for publishers. To do two things one is maximize their ad revenue. And the other is delivered. Tv level user experience in the music when we initially started we introduced the concept of unified auction to the tv space. So that's basically a header bidding in a connected tv environment and since then as we've grown with our customer base we've expanded our solution suite to include things like silverside ad insertion at pot optimization audience management basically all the tools that you would expect a modern ad server to provide okay. Now how can see. Publishers make more ad revenues from their ad breaks. I i think it comes down to using the most advanced yield management systems. And that's what we provide a public with our unified auction mechanism. That's the idea that instead of working with just a single s s p. Publishers should work with multiple. Sp's on the market. Put them in competition with each other and also include any direct sales within that unified auction. So that pmp's direct and compete with each other second it's advanced optimization systems..

"tara walpert levy" Discussed on AdExchanger Talks

AdExchanger Talks

03:03 min | 1 year ago

"tara walpert levy" Discussed on AdExchanger Talks

"They were considering roughly ninety percent on tv at that time now whether that's because they couldn't around or because it's it's more traditional tv watchers But i i think that was really more across age demographics not not limited to young people. Okay got shortly. In terms of brand interest. We saw across the board. Not not focus on young people specifically especially. Because you'll remember that we try to direct under thirteen to youtube kids Which is a different different portion of the business so you does focus predominantly on adults it forty nine or twenty five to fifty four of again week we actually have seen strong increases in the in the post fifty five age group as well. I want to ask you about ad formats. Have skip and nonce capable. You have long ads short ads. And then you have ad free options that you're pushing some users towards me towards it a lot even though accept. Nobody wants to get into high for you. So it's a little intense. It's a little surprised with its mastery of personalization. Google is unable to know at this point that i need to see the ads as part of my job but in any case i are you using a lot of ai to decide which add and what formats to match to users. Could you talk a little bit about the the the mix there of of ad experiences. And i guess. Part of that question is also around performance versus brandon goals. It would be held to just get a sense of. What's going on behind the scenes with google's ad decision ing with on youtube again. I'm sticking on youtube here sure. Yeah we're absolutely using machine learning to tried to measure your preferences and to to deliver the right at the right moment. You know what that typically means right is detecting. It's it's not usually the case that customer segments and that there's customer segments who sort of prefer short ads or prefer long ads or things like that. It's more complicated where it depends. What kind of moment. The viewer is in right. Is this on mobile on the fly vs on television during longer for consumption you know. Is this an.

ninety percent youtube google Google forty nine fifty four under thirteen twenty five fifty five age
"tara walpert levy" Discussed on AdExchanger Talks

AdExchanger Talks

05:12 min | 1 year ago

"tara walpert levy" Discussed on AdExchanger Talks

"In terms of managing your investment and having more shorty about the returns on some of your spend really deep end a lot of customers understanding usage and loyalty across the digital ecosystem and as they saw business growth right even in a very difficult time. They continued to increase their investment behind. That and i think as the world has opened up that has only continued to grow. Because there's now a much healthier approach to omni channel marketing and for many companies significant progress on digital transformation mean we saw some of the customer experience evolution that would have taken five to ten years in ordinary times accelerated within twelve months. And i think that's been incredibly good for our clients and for our partners as a result also difficult all right so yeah. You're seeing the surgeon digital advertising investment in going largely to consumer behavior changes just an acceleration of adoption of digital platforms behavior in adoption as a result acceleration of digital transformation at companies. Interesting right so. What does the changing shape of that demand. Add demand look like from your point of view. I imagine a lot of. It's going into youtube. Well look again..

five youtube ten years twelve months surgeon
"tara walpert levy" Discussed on AdExchanger Talks

AdExchanger Talks

04:45 min | 1 year ago

"tara walpert levy" Discussed on AdExchanger Talks

"Third party agencies and marketing partners and brandt delighted to have her on to talk about google tear. Welcome thanks so much for having me and delighted to be here great to have you so could you give me just a real quick overview of what you do at google. What you oversee. Sure so as you alluded to..

google tear