1、《开学第一课》热播 超长广告在朋友圈被“吐槽”

作为每年开学前的固定动作，《开学第一课》一直备受家长和学生推崇。然而作为今年开学季的“头道菜”，节目前一段十几分钟的课外辅导广告，在朋友圈被刷屏“吐槽”。

9月1日恰逢周末，不到晚8点，家长们在家就监督孩子准备按时观看节目。不料，家长和孩子们左等右盼，广告播完一段又一段，节目愣是一直没播出。不少家长首先坐不住了，纷纷发出疑问。

“小孩子早早地就坐在电视机前了。”“从19：55等到20：15，期间孩子数次激动地说开始了开始了！”“孩子还问我是不是时间搞错了？”

记者观看该广告时段内容画面，类似在线辅导机构XX教育、学习APP广告的确在集体播放，并且这些课外教辅广告一个接一个，造成“轮番轰炸”广告效应。这些广告中，不仅有名人黄磊代言的，有的还模仿网红歌曲舞蹈，以求提高品牌知名度和影响力。

2、阿里巴巴接近与俄互联网公司等建立电商合资公司

据《金融时报》报道，阿里巴巴集团正在就建立一家电商合资公司，与俄罗斯合作伙伴展开“深入谈判”。据俄罗斯官员和其他参与交易的人士透露，阿里接近同意与俄罗斯互联网公司Mail.ru、俄罗斯主权财富基金俄罗斯直接投资基金(RDIF)建立伙伴关系。RDIF的参与表明这个计划中的合资企业获得了俄罗斯政府的支持。

3、美团基石投资者名单公布，5家投资者共认购15亿美元，腾讯认购约4亿美元

将于本月在港交所上市的美团点评又有了新的进程。9月1日，《香港经济日报》报道称，美团已敲定5家基石投资者名单，5家基石投资者会获分配共约15亿美元（117.8亿港元），占今次新股发行总规模约三分之一。

知情人士向经济观察网记者确认消息属实。据了解，5家基石投资者包括腾讯、Oppenheimer、Lansdowne、Darsana及诚通基金。

4、阿汤哥的拼命征服了观众，撑起《碟中谍6》的口碑

《碟中谍6》上周五上映，稳稳地拿下上周末的票房冠军。豆瓣评分8.3，有人称这是《碟中谍》系列中最好的一部。

《碟中谍》系列始终都保持了较好的口碑，动作戏精彩刺激，剧情上也可圈可点。加上阿汤哥的超高人气，《碟中谍6》的到来让观众抱有很高的期待。

《碟中谍6》也给出了一份满意的答卷。这部片子不仅在北美市场大受欢迎，在中国首周末也获得5.29亿票房，排片率占据五成左右，票房在大盘占比在七成左右，相比其他新片呈现出碾压性的优势。

5、谷歌广告再现诈骗：搜索“苹果技术支持”可能是假的

9月3日早间消息，Alphabet旗下谷歌正在采取行动，打击涉嫌诈骗的搜索页面广告投放。此前《华尔街日报》调查发现，诈骗者利用谷歌广告系统购买搜索广告，并伪装成苹果等公司的授权服务代理进行诈骗活动。

例如在谷歌上搜索关键词“苹果技术支持”时，第一个结果中包括指向Apple.com的链接、一个免费电话号码，并显示：“立即从我们的专家处得到帮助。”但《华尔街日报》发现，这个电话号码并不属于苹果，而是指向一个从事诈骗活动的呼叫中心。

6、万事达卡帮助谷歌衡量到店交易数据

While Google said in May 2017 it was using purchase data from unnamed payment processors to link online ads to transactions, Bloomberg discovered Thursday that one partner is Mastercard.

To recap, Google is using purchase data for a product called Store Sales Measurement product, which tracks the connection between online ads and in-store purchases.

Mastercard’s involvement with Google’s store measurement capability shines a light on the use of purchase data to qualify paid media.

7、WPP或将于本周任命新CEO，曾任WPP数字CEO

Multiple publications Tuesday reported that as early as next week, the holding company is set to name Wunderman and WPP Digital CEO Mark Read the firm’s second-ever chief executive, following the departure of founder and longtime leader Martin Sorrell in April.

WPP has not confirmed the appointment.

“We cannot be drawn on the precise timing of the announcement nor the identity of the likely new CEO," a spokesperson emailed to AdExchanger. "We expect news in September and will announce it as soon as agreement has been reached with a favored candidate”

8、美参议员上书FTC，要求调查Google在数字广告垄断地位

US Sen. Orrin Hatch (R-Utah) sent a letter to the chairman of the Federal Trade Commission Thursday calling for an investigation into whether Google’s dominance in search and digital advertising is suppressing competition in the market, The Hill reports. Hatch’s concerns range from reports of Google restricting competing advertising services from using its platforms to its now-banned practice of collecting data from Android and Gmail users. “Although these reports concern different aspects of Google’s business, many relate to the company’s dominant position in search and accumulating vast amounts of personal data,” Hatch wrote

9、AT&T将如何用它的电视影响力去做广告？

How do AT&T’s plans for TV influence its advertising initiatives? In short, by increasing engagement it can increase ad prices, which will help pay for programming and make subscriptions more viable. This philosophy applies in particular to mid-range streaming television, which tends to run from $30 to $80. “To trade off the costs of that bundle and the profitability at lower revenue, that will be ad-subsidized,” said AT&T Communications CEO John Donovan in an interview with The Information.

10、什么是bid shading？

Bid shading (no not bid caching) is a term that’s cropping up a lot more due to the shift from second-price to first-price auctions used in programmatic advertising.

As with anything in programmatic advertising, it’s worth keeping an eye on the lingo in order to stay on top of any changes. Here’s a primer:

In programmatic advertising, there are two main types of auction: first-price and second-price. In a first-price auction, the highest bidder determines how much an impression gets sold for. In a second-price auction, the second-highest bidder determines the sale price of an impression. So in a second-price auction, if two buyers bid $10 and $15, respectively, the buyer who bid $15 will win but will only pay $10.01. Bid shading has cropped up as a compromise between the two. So the buyer will pay something in between what the second-price and the first-price value would have been, based on a calculation made by the ad tech partner.

11、唯品会《美不能输》，戳中每颗女人心