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Through binocular lenses, two people recording a podcast

Scout: TikTok Concerns in D.C., Understanding Your Audio Investment, and More in This Week’s Digest of Top Digital Marketing Content 

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don’t have to. Here’s what to read from the week of 8/12/22 – 8/18/22 to stay ahead of the curve: 

Digital Advertising Regulation in 2022: What Marketers Need to Know [:06] 

Between new bans on hyper-personal social ad targeting in the EU and proposed legislation to break up tech behemoths in the US, it’s been a banner year for digital advertising regulation across the globe. The latest? Bipartisan lawmakers in D.C. are eyeing regulatory action around TikTok’s data practices. Get up to speed on all the latest. 

Why Brands and Agencies Are Hiring TikTok Creators [:04] 

Regulators’ concerns aside, you might consider putting that dance challenge you learned with your kids on your resume, because more and more agencies and brands are hiring folks whose sole focus is to create engaging content for TikTok. As one agency’s creative director said, “Hiring TikTok content creators isn’t the future, it’s the now.” 

Amazon Strikes Deal With Nielsen To Measure NFL ‘Thursday Night Football’ Ratings [:03] 

Amazon has struck a first-of-its-kind deal with Nielsen to provide panel-based ratings for NFL’s Thursday Night Football streaming broadcasts. The tech giant says it will combine demographic-based insights with access to sales, awareness and engagement data to give advertisers a “powerful combination of first and third-party measurement.” Still unknown: will Tony the Tiger provide commentary from his new Twitch channel

Walmart Strikes a Deal to Offer Members Paramount Plus for Free [:01] 

Watch out, Amazon Prime: After previously considering agreements with Disney and Comcast, Walmart has announced a new deal that will bundle Paramount+ with its Walmart+ membership for no additional charge—this right on the heels of reporting strong Q2 eCommerce revenues and ad sales growth that surpassed Amazon. Will a Grubhub+/Food Network GO bundle be next? Only time will tell… 

What Does the Collision of Audio Formats Mean for Marketers? [:04] 

You may have heard that audio is digital advertising’s fastest growing category, but in order to invest effectively, advertisers can’t think of the format as a homogeneous bucket. See why it’s critical for marketers to think about who is listening to different types of audio, and why. (Bonus: once you’ve got your audio ducks in a row, the World Cup could be the perfect opportunity to let them fly.) 

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