Lauren Forristal writes via TechCrunch: Netflix announced during its Upfronts presentation on Wednesday that it's launching its own advertising technology platform only a year and a half after entering the ads business. This move pits it against other industry heavyweights with ad servers, like Google, Amazon and Comcast. The announcement signifies a significant shake-up in the streaming giant's advertising approach. The company originally partnered with Microsoft to develop its ad tech, letting Netflix enter the ad space quickly and catch up with rivals like Hulu, which has had its own ad server for over a decade. With the launch of its in-house ad tech, Netflix is poised to take full control of its advertising future. This strategic move will empower the company to create targeted and personalized ad experiences that resonate with its massive user base of 270 million subscribers. [...] Netflix didn't say exactly how its in-house solution will change the way ads are delivered, but it's likely it'll move away from generic advertisements. According to the Financial Times, Netflix wants to experiment with "episodic" campaigns, which involve a series of ads that tell a story rather than delivering repetitive ads. During the presentation, Netflix also noted that it'll expand its buying capabilities this summer, which will now include The Trade Desk, Google's Display & Video 360 and Magnite as partners. Notably, competitor Disney+ also has an advertising agreement with The Trade Desk. Netflix also touted the success of its ad-supported tier, reporting that 40 million global monthly active users opt for the plan. The ad tier had around 5 million users within six months of launching.

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Advertisers of merchandise for young girls find that adult men can become their unintended audience. In a test ad, convicted sex offenders inquired about a child model.

© Illustration by Amir Hamja/The New York Times

In this video ad, the Hero Wars mascot Galahad finds himself in dire straits as but a human plough-horse upon the field. His captor, half-cow, half-human woman, brands him on the buttock with what looks like our old friend the purple devil emoji—rather a "naugty" [sic] act. Suddenly set upon by wolves, the cow lady is compromised—and Galahad steps up to become white knight, fending the beasts off with his axe. The cow lady and her new hero Galahad elope to her encampment, where she carries him around like a baby, and spots him for sit-ups. Needless to say, the episode of the bovine damsel does not occur in-game. from The Weird World of Hero Wars Ads: Sex Sells [Splice Today]

For examples see: Hero Wars Ads As Art

Judge Amit P. Mehta must now decide whether Google violated the law, potentially setting a precedent for a series of tech monopoly cases.

© Jason Henry for The New York Times

Hundreds of marketers and ad agency types flocked to TikTok’s annual sales presentation after a new law put its future in question.

© Olivier Anrigo/Getty Images

The blogging platform Cohost (previously) has launched a new section: Artist Alley, where members pay to advertise their podcasts, zines, art, games, and other creations (many of which are free to enjoy). Or sometimes members advertise just to play around - the "#doing a bit" tag is replete with Rickrolling, "Hey check out this picture of a pileated woodpecker I took", a silly survey, etc. Artist Alley is "a take on user-to-user ads we feel good about — a dedicated space which users can access to see promotions from other users, like an artist alley at a convention" and "a revenue product" for Cohost, which had a poor financial forecast in March which has since improved.

The first tech monopoly trial of the modern internet era is concluding. The judge’s ruling is likely to set a precedent for other attempts to rein in the tech giants that hold sway over information, social interaction and commerce.

© Haiyun Jiang for The New York Times

Google’s parent company topped revenue and profit estimates and said that it would offer a stock dividend for the first time.

© John Taggart for The New York Times

Along with the higher spending, the owner of Facebook, Instagram and WhatsApp projected lighter-than-expected revenue, causing its stock to plummet.

© Ian C. Bates for The New York Times