Disney+ partners with family-friendly advertisers; China hints at easing tech crackdown

In today’s ExchangeWire News Digest: Disney+ reveals it won’t partner with advertisers that conflict with its family brand; China signals easing of crackdown on tech sector; and Google reveals that it will offer a free option for its older G Suite apps.

Disney+ will keep ad-supported tier family-friendly

As the Disney+ streaming platform prepares to launch a new ad-supported tier for its service, the company is paying particular attention to the advertisers it works with, Variety reports.

Recent discussions between the streaming giant and ad agencies have suggested that Disney+ is wary of endorsing brands that might contradict its family brand. According to Variety’s sources, Disney has made it clear to agencies that it will not accept ads about alcohol or politics, and will refuse ads from rival entertainment platforms, which have the potential to attract subscribers.

While the degree of control Disney has over its ad-supported level is unusual, the company’s selective approach could work in its favor by creating a sense of exclusivity around Disney+ inventory, sparking interest media buyers. The platform’s claim that it will run ads at an average rate of four minutes per hour or less – less than NBCUniversal’s Peacock and Warner Bros. – is sure to add to the already fierce competition between advertisers.

These new details on Disney+’s ad-supported tier emerge as rival platform Netflix cuts 150 jobs in the US, cutting its North American workforce by around 2%. Netflix, which lost 20,000 subscribers in the first quarter of 2022, cited a drop in company revenue as the reason for the layoffs.

China set to ease tech crackdown

China has signaled it will ease its crackdown on the country’s tech sector, according to CNBC. Since its introduction in 2020, Beijing’s legislation aimed at curbing tech companies has erased billions of dollars from the market value of some of the country’s biggest companies.

In April, a meeting between Chinese President Xi Jinping and the Politburo’s decision-making body led to the Politburo pledging to support the “healthy” development of the “platform economy”, which encompasses companies working in the media social and e-commerce.

And on Tuesday, May 17, Chinese officials held a meeting with prominent tech executives, after which Chinese Vice Premier Liu He announced his support for the tech sector and his intention to take internet companies public.

Analysts, however, cautioned that Beijing’s shift in stance on technology should not be seen as a complete policy reversal.

Speaking to CNBC, Linghao Bao, technology analyst for Trivium China, suggested Big Tech companies would have “a grace period for maybe the next six months,” saying Beijing’s positive rhetoric is not a “backtrack on technological repression”. ”

“Beijing has already come to the conclusion that it’s a bad idea to let big tech companies run amok because it creates unfair competition in the marketplace…wealth will be concentrated at the top and it will start to influence politics. So technological repression is really here to last for the long term,” Bao continued.

Google announces free option for G Suite apps

Google

Tech giant Google has revealed it will offer a free option for personal use of its older G Suite apps, nearly five months after announcing that users would have to start paying for access.

The move is the latest development in Google’s G Suite saga: In January, Google said G Suite users would soon have to pay to keep their accounts, despite the suite having been free for nearly a decade. In April, Google claimed that users would have to choose the payment level they wanted by May 1, but later postponed the deadline following criticism. The platform later said that users could transfer to a free account but would lose access to certain features. For this free option, users would have to join a waitlist and would also lose their ability to use a custom domain.

However, Google will now allow users to keep their G Suite accounts for personal use and can sign up for the free option without needing to transfer data between existing accounts. The free personal use option will also allow users to continue using a custom domain with Gmail, keep all their data and purchases, and retain access to free Google apps like YouTube, Meet, and Docs.

To guarantee the free option, G-suite users must declare their intention to use it before June 27 and confirm that it is for “non-commercial personal use”.

Also in the news:

– Entravision 365 Digital brings in-game advertising to more African advertisers in partnership with Anzu

-Tappx acquires mobile games brand off the bench

– Pubmatic expands its CTV business in Europe

– Cavai is testing an innovative new approach for the Home Office’s ‘ParentWise’ pilot campaign

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