Facebook Live is trialling mid-roll ads and we’re supposed to be impressed?

Facebook Live is trialling mid-roll ads and we’re supposed to be impressed?

Facebook has announced a monetising solution for Facebook Live: mid-roll. But we’re far from impressed.

Facebook’s relationship with brands

Facebook is the powerhouse of walled garden networks. Publishers have been lured to the garden and are essentially handing their distribution over to Instant Articles for instant reach. But how will this affect publishers long-term? Whilst reach seems to be increasing, engagement and time spent visiting the publisher’s sites is declining.

The model is pushing publishers to create snackable content for Facebook feeds, rather than the stories they’d have invested talent and research in. Ad dollars are generating revenue, but is that revenue helping the longevity of publisher brands?

Advertisers are lining up too, all eager to dive into the deep end of Facebook’s brand pool. But many may find their messages hugely diluted. And their data? Well, it’s Facebook’s data now.

Facebook Live introduces mid-roll

The latest news from Facebook is that they’ll be introducing mid-roll advertising to Facebook Live. It’s being sold as a positive story, but we’re calling them out on it. No Facebook, just no!

Facebook has jumped on live streaming video because it’s the popular flavour right now, and for a very good reason. But their advertising plans are confusing. Like pairing a fine vintage wine with 2-minute noodles and expecting people to be impressed. We’re not.

(Sometimes it’s said best when you say nothing at all.)

It’s not too difficult to coerce influential celebrities and media companies to get involved in creating live stream content. Not if there’s a hefty paycheck involved anyway, and that’s what Facebook has offered.

Big budgets, small ideas

The budget set aside for paid live stream content was $50million. Various chunks of the budget are dedicated to attracting very specific media companies such as BuzzFeed and celebs like Gordon Ramsay. It may seem a lot but it’s not an epic amount when you consider the amount of content required and the percentages set aside for publishers. And what happens when that $50million runs out? Enter advertising, the solution that’s been keeping content free whilst also paying creators for years. Perfect. Well, it could be, but again – no!

Now playing, live on Facebook chart

Facebook’s consideration of the publisher and their audience’s experience seems to be non-existent. Zuckerberg has always been averse to the idea of pre-roll advertising because according to him it ‘ruins the viewing experience’. However, whilst pre-roll may not be the ideal ad format for all audiences, it’s a non-interruptive format because it sits before content. What ruins viewing experiences is an interruption.

Mid-roll is an interruption. It’s got the word ‘mid’ in it people! It doesn’t get more interruptive than that. But ‘The Berg’ isn’t concerned, that’s the very model he’s approved for Facebook Live advertising.

Why mid-roll for Facebook Live is fundamentally flawed

The nature of live streaming is that it’s live! That’s why it’s so exciting. So putting an ad in the middle of a live stream seems rather inappropriate. Especially as the advertising industry is fighting hard to provide better ad experiences. It’s a backward step being taken by a huge network.

There are much better options to monetise live streams and engage with audiences, and yes – Coull’s OverStream formats are some of those. We’re not going to shy away from the fact we care about audiences and our publisher’s content.

Our audiences deserve better than mediocre, interruptive monetisation solutions from the biggest social platform on the planet.

Advertisers and publishers do have a choice. Stop jumping in that pool. It’s tainted and it’s only a matter of time before the blue dye stains everything.

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Coull Quickie – April 2016

In this latest Coull Quickie, Elise reports on linear television and programmatic video ad tech coming together, Facebook officially burying LiveRail, Snapchat increasing the price of its inventory due to the interactive vertical video ad format and the good news for programmatic in the UK. Find out why in this short, but sweet, Coull Quickie.

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Coull Quickie – March 2016

In this month’s Coull Quickie we look back at the biggest video ad news from the month of March. Join Elise for this quick rundown of programmatic video industry stories including Facebook’s new video ads within Instant articles, Tube Mogul hits out at Google with it’s ‘Independence Matters’ campaign and the CMA cracks down on the labelling of advertising within editorial. All these stories and more in this month’s quickie.

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The Not So Safe – ‘Safe Harbour Scheme’

The Not So Safe – ‘Safe Harbour Scheme’

Over a month after the ‘Schrems vs. Facebook’ case, the EU Court of Justice declared the Safe Harbour Scheme Agreement invalid. The transfer of personal data from the EU to the USA is still not being adequately protected.

Some background

Back in 2000, a Safe Harbour Scheme was established in order to enable the safe transfer of data from the EU to the US. EU privacy laws have restricted the transfer of inadequately protected personal data outside the EU.

The programme represents a self-regulatory scheme created by the European Commission and the US Department of Commerce. It was designed to overcome the existing restrictions and provide adequate protection when data is being transferred from the EU to the US.

The result of the ‘Schrems vs. Facebook’ case changed the whole scenario in the “safety” net. They concluded the Safe Harbour Scheme doesn’t give adequate data protection. The decision lead to chaos and opened a legal Pandora’s Box. So some of the logical questions that followed were:

  • What’s next?
  • How do we protect ourselves?
  • How is that decision being applied to other Safe Harbour Schemes?
  • What is the CJEU doing?

Luckily there are a few alternatives that currently limit access through the legal abyss created by the Safe Harbour Scheme’s shortcomings. Businesses are able to use these as a short-term fix but they aren’t guaranteed and they certainly aren’t a solution.

Here are some of the alternatives:

The EU module clauses contract

Quite simply, this incorporates all the rules that need following to have adequate data transfer protection. For increased safety, it’s preferable those clauses remain just as suggested, so it provides good protection guidance. However, the clause contract doesn’t guarantee 100% protection, nor can it stop US authorities bypassing these constraints.

Unfortunately, US law is different to European law and the difference is profound. US laws allow for the large-scale collection of personal data without effective judicial control. To add insult to injury, the US public authorities aren’t subject to the Safe Harbour Scheme.

Mutual Agreement

If the concerned parties wish so, they can sign a mutual agreement which will cover the “safe” data transfer. This again gives EU companies slightly better protection than the alternative of none. It’s highly risky though, as either party could miss something important, which could result in long-term damage.

Binding Corporate Rules (BCR) Scheme 

Another option is the BCR scheme. It offers a safe area that enables multiple transfers within group companies, which are utilizing the recognition system. This is highly likely to be implemented in the new EU Regulation next year. But in the meantime, a guidance of use for Model Clause and Binding Corporate Rules has been issued.

The statement emphasises the unlawful nature of the Safe Harbour Scheme: “If by the end of January 2016, no appropriate solution is found … EU data protection authorities are committed to taking all necessary and appropriate actions.” Or in other words, there’s a deadline for finding a solution to the Safe Harbour Scheme problem.


The consequences for EU to US data transfer are as follows:

  • If your business transfers EU personal data to a US company using Safe Harbour, you will need to consider adopting alternative solutions immediately. These may include, for example, the Model Clauses or BCRs.
  • If your company transfers data using the Model Clauses or BCRs, these mechanisms may also have the same concerns that caused the CJEU to invalidate the Safe Harbour program. However, for the time being, the WP29 Statement mitigates the compliance risks from relying on these measures.
  • Businesses should take stock of their data protection and transfer practices in order to ensure that they conform. Also, they should consider ways of addressing compliance risks if the January 2016 deadline for concluding the Safe Harbour negotiations is not met.

Global Perspective on the Safe Harbour Scheme

The next question to consider, is what about the Safe Harbour Scheme (Canada)? How is that affected by the recent court decision? At the moment the Canadian Scheme is still deemed to be valid. But of course, the same questions have aroused as in the Schrems’ case. It’s a matter of time until this Scheme will be deemed as no longer an adequate protection provider. The EU commission is working on a piece of legislation that will hopefully be applied to all other Schemes too.

If we look at Israel, their laws prohibit the transfer of personal data without adequate protection. Now after the 6th October decision, they’re also facing the same problem as all the EU countries. They also refer to EU Model Clauses, but this isn’t adequate protection. According to Israeli Law, companies should consider other alternatives such as strong encryption, change of server location and individual consents.


If we look at this issue from a global perspective, it’s easy to see how widespread the effects are. All businesses involved are being forced to fall back on a plan B. this won’t be sustainable in the long-term. Everyone is doing their best in this time of instability to rely on good faith and good business practice between partners. But they’re also waiting to hear some good news in January 2016. The hope is that by then, a new unified decision will be implemented and held valid for all those affected.

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Coull Quickie – September 2015

In this month’s Coull Quickie Elise wraps up the latest news in online video advertising and digital media, including: the latest industry acquisitions, revelations post iOS 9 update and Facebook lets measurement company Moat come in and analyse its video ad performance. For the full wrap up just click play and enjoy.

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Coull Quickie – July 2015

This month Elise talks about Google’s announcement to turn off all non-important plug-ins come September 1st, reveals new industry acquisitions and investments and Facebook’s new plans for digital advertising.

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Coull Quickie – June 2015

The Coull Quickie for June is here. Get a wrap up of all the digital advertising news for last month. Elise talks about Cannes Lions 2015, introduces a new company that aims to give publishers their power back and looks at Snapchat’s new ad format as well as Facebook’s immersive advertising plans. It’s all here in the Coull Quickie for June.

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Coull Quickie – May 2015

In the Coull Quickie for May we bring you a snap shot of the biggest ad tech news of the month – including the biggest acquisitions, Facebook’s new instant articles format, Twitters latest release, the MRC’s new mobile measurement guidelines, and we reveal while some big brands are pulling budgets from premium media companies. It’s all here in the Coull Quickie for the month of May.

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