Lauren Johnson

On Wednesday, the Digital, Culture, Media and Sport Committee <a id="b22be69d-def4-3741-aa8b-5112a00f722a" href="https://www.businessinsider.com/facebook-documents-six4three-case-published-british-parliament-2018-12?utm_source=intl&amp;utm_medium=ingest"> published leaked emails </a> from the Silicon Valley tech giant's leadership team that had been obtained by Six4Three, an app developer that's locked in a legal battle with Facebook after it blocked its bikini photo app.

There are hundreds of pages of documents and emails, mostly dating from between 2012 and 2015, that detail the way Facebook allowed third-party apps to access friend data through its platform.

They provide a unique window into how Facebook's senior leaders privately discussed strategy and competition at a period of intense growth for the company, which has since been bogged down by numerous scandals and flatlining user numbers in key markets.

The group includes more than 50 properties, including 72andSunny, Crispin Porter + Bogusky, and Assembly.

The once high-flying publisher missed its revenue target this year as it faces a "turbulent media landscape."

Bloomberg told a radio interviewer this week that if he runs for president he will sell his financial-data and news operation, or he will place it in a blind trust.

It's the first major ride-hailing company to officially launch its IPO, beating its much larger competitor Uber.

On Thursday, the pharmacy giant announced a partnership with FedEx to do national, next-day prescription delivery and same-day delivery for some cities.

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Britain's Parliament has just given the world an unprecedented look at the ruthless tactics of Facebook's executive team.

What you need to know in advertising today

Digital media companies relentlessly chase scale to win over advertisers. Two years into launching, Reese Witherspoon's media brand Hello Sunshine isn't interested in following its peers.

According to Sarah Harden, president of Hello Sunshine, the company is more interested in building smaller, but more engaged, audiences than building an impression-based media brand. Hello Sunshine's mission is to create cross-platform content that tells stories for and about women. The company has a handful of projects in the works including shows for Apple, Hulu and Amazon and a podcast network.

Read more: <a id="d85a5def-2093-3787-a6dc-da1098eece2a" href="https://www.businessinsider.com/ap-reese-witherspoon-launching-audiobook-project-2018-5?utm_source=intl&amp;utm_medium=ingest"> Reese Witherspoon launching audiobook project </a>

"We're not at the publishing CPM end of the spectrum, we are trying to build that direct audience," she said while speaking at Business Insider's Ignition conference in New York.

For the upcoming "Little Fires Everywhere" series based on Celeste Ng's bestselling book, Hello Sunshine is <a id="92f6ea82-907b-3ce0-af7d-f60eab9d4d39" href="https://deadline.com/2018/03/hulu-series-order-little-fires-everywhere-reese-witherspoon-kerry-washington-1202336463/"> working with Hulu </a> on an eight-episode show. By the time the show is finished with Hulu, the project will have been in the works for two and a half years, Harden said. By then, she hopes that Hello Sunshine will have an audience to show.

"Part of our promise to Hulu is that we're going to bring our audience and help drive them to TV," Harden said. "Whether you're trying to get people to sit in a movie theater or show up for a show on a streaming platform or find you on social, that's how we define our company."

Asked if getting the rights to a project and promising to bring an audience is appealing for partners, Harden said that's the vision.

"We're going to do everything in our power to make that show incredible, but we have work to do yet — that's a 10-year journey we're on [and] we're building this company for the long term. I'd rather have 1 million women who follow us who love everything we launch than 50 million 'likes' across a more ephemeral relationship."

<h1> Hello Sunshine has its own platform for women </h1>

A few years ago, companies like Verizon's Go90 and Warner Bros.-owned DramaFever rushed to create their own direct-to-consumer streaming services for content. <a id="21d18242-04e1-3fab-ade7-d63564b596ce" href="https://www.businessinsider.com/verizon-discontinuing-go90-video-service-2018-6?utm_source=intl&amp;utm_medium=ingest"> Now both </a> of those services <a id="20dae4a7-01ad-33bd-a254-b94d1dbe0447" href="https://variety.com/2018/digital/news/dramafever-k-drama-shutting-down-warner-bros-1202982001/"> have disappeared </a> while other companies <a id="94fc215e-898e-35eb-a34c-282cccef47f9" href="https://www.businessinsider.com/disney-dtc-streaming-end-of-2019-2018-11?utm_source=intl&amp;utm_medium=ingest"> like Disney </a> and <a id="c371f5c0-a1d7-3d27-a3a0-ca8f18e73de7" href="https://www.businessinsider.com/ap-att-warnermedia-to-offer-their-own-streaming-service-2018-10?utm_source=intl&amp;utm_medium=ingest"> WarnerMedia </a> are planning to launch their own services in the coming months that feature their own content.

That environment has led many in the media industry to wonder if the direct-to-consumer model is viable for content creators beyond giants like Netflix, Hulu and YouTube.

Hello Sunshine, for one, seems bullish on building a platform that consumers will come back to. The company has its <a id="762e26c4-9845-3de9-ab43-e4f944aad4d6" href="https://markets.businessinsider.com/news/stocks/at-t-and-reese-witherspoon-s-hello-sunshine-announce-launch-of-vod-channel-spotlighting-female-creators-and-their-stories-1027354886?utm_source=intl&amp;utm_medium=ingest"> own video-on-demand channel </a> with AT&amp;T that's available on DirectTV, DirectTV Now and U-Verse. The first series for the channel, dubbed "Shine On With Reese" launched this summer.

Of course, building a media brand catered to women is nothing new and is an area that magazines and TV networks have served for decades.

The difference with Hello Sunshine is the way that all the parts fit together, Harden said.

"Our goal is to bring to life different perspectives, different stories, different narratives," she said. "There are too few stories where you've had women driving action. There's room for excellent storytelling [and] finding the combination of IP, talent and the right partners."

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'We are trying to build that direct audience'" Reese Witherspoon's Hello Sunshine is more focused on building audiences than scale

Etsy was in rough shape when Josh Silverman took over the reigns as CEO in 2017. At the time, the company was going <a id="fa2f1d56-a407-3dc1-ace5-0780a3b1e570" href="https://www.businessinsider.com/etsy-ceo-stepping-down-earnings-layoffs-2017-5?utm_source=intl&amp;utm_medium=ingest"> through leadership changes </a> and layoffs and reportedly exploring a sale while Amazon's clout loomed.

Eighteen months later, Silverman is getting the company back on track (the company has reported growth for five quarters) by restructuring teams and cutting resources like <a id="996bb34c-bc81-33ca-a3fd-ecc863832ea5" href="https://www.bloomberg.com/news/articles/2018-05-30/etsy-to-close-wholesale-market-focus-on-sales-from-main-website"> its wholesale market. </a> For example, Silverman knocked out 50% of projects on Etsy's product and market roadmap and <a id="98076f56-7f31-3589-a542-b4fd28d84cf1" href="https://www.ecommercebytes.com/2018/02/28/etsy-close-etsy-studio-manufacturing-sites/"> shut down Etsy Studio, </a> a marketplace for craft supplies that was staffed by 150 people.

"We made a lot of very painful decisions," Silverman said while speaking with Jessi Hempel, LinkedIn's senior editor at large, at Business Insider's Ignition conference on Tuesday. "We decided that there were just four things we needed to do very well."

<ul><li> Better search and discovery tools </li><li> Improve consumer trust with payments </li><li> New marketing capabilities for sellers </li><li> New tools for sellers. </li></ul>

Silverman said search and discovery will be a focus of 2019.

"We still need to make search and discovery much better, the visual merchandising of our search results," Silverman said. "I still think there's a lot of opportunity to do better."

Etsy also needs to clarify its shipping costs and delivery times to customers, he said.

<h1> Etsy plans to pump up its marketing </h1>

Silverman acknowledged that Etsy needs to do a better job of explaining its brand to consumers.

"You've got to do something unique and different, and that has to be important enough for people to actually prioritize it," Silverman said. "When people want something special, something that expresses their sense of identity, something that shows they care about someone else ... those are not things that Amazon can or ever will be able to do. That's Etsy."

He said that Etsy is focused on selling unique goods — a feature he believes that Amazon cannot fulfill, even though Amazon has slowly but steadily <a id="51b25bf0-2948-32b0-ab66-5a557fda7763" href="https://www.cnbc.com/2017/10/23/amazon-pushes-further-into-crafts-with-launch-of-handmade-gift-shop.html"> inched into handmade goods </a> with its Handmade site since 2015.

To help with that, the brand is currently running a holiday TV campaign to raise brand awareness.

"When you roll the clock forward 10 years from now, I don't think we're going to have two million places you can buy online," Silverman said. "I think there's going to be a couple of the big ones, and then there's a few places that have really earned the right to stand as a company. I think Etsy is going to be one of those."

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'We still need to make search and discovery much better:' Etsy is banking on tech and marketing to catch up with Amazon

"From an M&amp;A perspective, I think cable is a great business. If there were assets for sale that we could do more of, we would do that," Rutledge said at the UBS Global Media &amp; Communications Conference.

"We've been buying a lot of our own stock back," he continued. "Why? Because we think the cable business is a great business and we haven't been able to buy other cable assets."

to read more about why Charter’s CEO is bullish on cable M&amp;A.

The tech company will allow S4 to become a full-service digital marketing firm and offer creative, media planning and buying.

AOL helped place targeted display ads on hundreds of websites that it knew were directed to children under 13, such as Roblox.com and Sweetyhigh.com, according to a settlement.

The agency exec said that focusing on building bespoke approaches for clients is the best way for agencies to survive.

. "That voice, that 'Debbie Downer in your head,' never goes away," she said. "But what I say is that you gotta shut that b***h up."

Facebook should fire both CEO Mark Zuckerberg and COO Sheryl Sandberg for the string of failures on their watch, Scott Galloway said at Business Insider’s Ignition conference Monday.

Microsoft and NewsGuard are among the companies today fighting fake news with human oversight and moderation.

IAC’s stock has performed well in recent years because of the company's ability to play with "lots of different businesses, lots of different brands," said CEO Joey Levin.

Account information, including name, email address, encrypted password and data imported from linked networks when authorized by users may have been compromised, the site said.

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Charter Communications chief executive Tom Rutledge will look to buy more cable assets if they become available.

Facebook and Google continue to dominate digital media, but IAC InterActive seems to have found a way to stand out.

The $15 billion internet conglomerate founded by media mogul Barry Diller operates dozens of digital brands like Angi Homeservices, Match Group, and Dotdash. In September, Jefferies analyst Brent Thill <a id="60ea9212-5b1a-313c-af20-74637b2d58c6" href="https://markets.businessinsider.com/news/stocks/tinder-and-match-owner-interactive-corp-is-unsung-hero-of-the-internet-2018-9-1027507246?utm_source=intl&amp;utm_medium=ingest"> called IAC </a> "the unsung hero of the internet."

Joey Levin, CEO of IAC, said IAC's strategy is all about investing in a sprawling amount of companies that is constantly changing. He spoke during a talk at Business Insider's Ignition conference Monday with Nicholas Carlson, global editor-in-chief of Business Insider and chief content officer at Insider Inc.

"We don't have our scorecard in one simple stock chart or one simple company," he said. "It doesn't always have to be in one neat little file. We can mix things up a little bit."

The strategy appears to be working, at least for Wall Street. From December 2016 to October of this year, IAC's stock has over-performed by 185%, according to a slide that Levin shared during the talk.

Levin said that for the past decade or so, IAC has focused on consumer-focused internet companies that are smaller than the massive platforms.

Occasionally IAC will spin-off or sell one of its assets but the firm's assumption is that it will operate the asset forever, which, said Levin, "means at some point the cash flow is going to be our problem."

<h1> IAC isnt afraid to dig into competitors business to win deals </h1>

Take <a id="54f9f66f-028c-38fd-ac9f-cc2ee13e1f43" href="https://www.businessinsider.com/homeadvisor-ceo-explains-the-secret-to-besting-amazon-2018-7?utm_source=intl&amp;utm_medium=ingest"> Angi Homeservices </a> . The unit is made up of Angie's List and Home Advisor.

When IAC first looked into acquiring Angie's List, a deal fell through but then came together again because IAC was keeping close tabs on the company.

Home Advisor started taking a page from Angie's List's playbook, like opening a sales center in Indianapolis where Angie's List was headquartered.

"We were very focused on winning — we were, I think, tough competitors, but at the same time, when we went to do a deal — and this is really a credit to <a id="a20e90b0-8f98-39cd-adaf-6a126d8d715d" href="https://fox59.com/2017/05/01/angies-list-to-merge-with-homeadvisor-to-form-new-company-angi-homeservices-inc/"> Tom Evans </a> — we said, 'We have a vision for this, we think we can do some amazing things with this company, with this brand,'" Levin said.

That process comes down to IAC's ability to compartmentalize its business, he said.

"We can be suing somebody on one side and partnering with them on another side — it's the reality," Levin said.

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IAC's CEO says that understanding consumer-focused internet brands is keeping the company's stock flying high

While the jump in ad spend isn't surprising during the advertising-heavy fourth quarter of the year, the timing of Amazon's ad spend is intriguing.

Merkle tracked Amazon's ad spend during Cyber Weekend and found that the e-commerce giant upped its Google search ads "significantly" during the week of Thanksgiving. The agency said that while Amazon usually aggressively floods Google with search ads during Black Friday and Cyber Monday, Amazon's highest ad spend doesn't typically kick in until December.

to read more about Merkle's findings.

Facebook has inked a deal with 20th Century Fox to distribute all seasons of "Buffy the Vampire Slayer," "Angel," and "Firefly" on Facebook Watch.

Oath has reportedly missed revenue targets for digital ads and hopes the new models will give users ways to make purchases through its sites.

The deal would make the combined company the biggest regional US TV station operator.

Soft robotics is an experimental field of robotics that draws inspiration from biology, from lizard tongues to octopuses.

Magna Global reports that global advertising is on track to increase 7.2% in 2018 to $552 billion. GroupM, meanwhile, has lowered its growth forecast for this year from 4.5% to 4.3%, reaching $543 billion.

Nominate rising stars of Madison Avenue to Business Insider . Please submit your ideas <a id="9c4720be-c4fa-3dd4-a5cb-fa620292d9e0" href="https://docs.google.com/forms/d/1Og5VKXANxYzGQWFLYDHrUj5HgIY4pJjKka_0XCHxZvE/viewform?edit_requested=true"> via this survey </a> .

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According to new data from advertising agency Merkle, Amazon has ramped up the number of Google search ads it buys to drive traffic to its website during the holidays this year.

Facebook is hoping that a crop of popular '90s shows can beef up Facebook Watch and the company's big bet on TV-like video programming.

On Friday, Facebook dropped all 268 episodes of "Buffy the Vampire Slayer," "Angel," and "Firefly" on Watch as part of a licensing deal with 20th Century Fox.

Each show has its own Page, and the programming is not exclusive to Watch. The three shows aired on TV between 1996 and 2004, and are also available on Hulu. The drop of the shows comes at the same time that Facebook is widely rolling out <a id="d156f9fc-bb42-352f-a998-bf9073dd8d96" href="https://www.theverge.com/2018/11/27/18113462/facebook-watch-party-roll-out-page-profile-group"> its Watch Party feature </a> , which allows people to watch videos together and comment on them in real time.

Read more: ' <a id="5dd3540c-67d3-3bc7-a40d-304fbd2ac48e" href="https://www.businessinsider.com/publishers-say-facebooks-rollout-of-watch-ads-is-methodical-but-picking-up-speed-2018-8?utm_source=intl&amp;utm_medium=ingest"> It is critically important for Facebook to get this right': Publishers say Facebook's rollout of Watch ads is methodical but picking up speed </a>

The three shows, created by Joss Whedon, "have incredibly dedicated fanbases that have persisted and even grown online," Matthew Henick, Facebook's head of content planning and strategy for media partnerships, <a id="1317e18d-73f7-3ae9-a7b3-2333d7fdbac7" href="https://variety.com/2018/digital/news/facebook-buffy-vampire-slayer-angel-firefly-joss-whedon-1203051189/"> told Variety </a> . "What we've been focused on Watch [Sic] is building a people-centric video platform, creating a social viewing experience where you can connect with other people who love the shows, and even the creatives who worked on them."

<h1> Facebooks strategy continues to morph with Watch </h1>

Watch is a little over a year old but execs continue to switch gears with its big ambitions for video.

Distributing the old 20th Century Fox shows on Watch is another example of how Watch is <a id="d3157c3f-4b7d-3967-a9a9-9352cd5b0d35" href="https://www.businessinsider.com/facebook-watch-is-using-youtubes-playbook-to-succeed-2018-11?utm_source=intl&amp;utm_medium=ingest"> looking like YouTube </a> and taking pages out of the Google-owned platform's playbook.

After initially pitching Watch as a platform for exclusive shows, Facebook has opened up Watch to include both shows and regular video clips and has also rolled out a self-serve tool that lets creators set up their own Watch shows and get money from ad breaks that run during their clips.

The 20th Century Fox deal also seems to support <a id="d7af28f6-2b2b-390e-acfc-e350e1757804" href="https://www.cnbc.com/2018/11/26/facebook-watch-pivoting-older-audiences-teens-tuning-out.html"> a recent report from CNBC </a> that Facebook is increasingly focusing on programs geared for older audiences as opposed to the lucrative market of teens and millennials.

This isn't the first time that Facebook has experimented with nostalgia programming. Viacom's MTV Studios and Bunim/Murray Productions <a id="87ece63c-43e7-34ec-a19f-83974e5f7390" href="https://www.businessinsider.com/mtvs-the-real-world-is-coming-to-facebook-watch-2018-10?utm_source=intl&amp;utm_medium=ingest"> are working with Watch </a> to co-produce three seasons of The Real World, another franchise that millennials grew up with. Unlike Facebook's deal with 20th Century Fox, though, Viacom is creating new episodes of The Real World with voting features designed specifically for Watch that will allow users to choose who appears on the show before it airs.

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Facebook is betting that shows with cult followings like 'Buffy the Vampire Slayer' can juice up Facebook Watch and bring in millennial viewers

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Lauren Johnson

Articles written by the author

What you need to know in advertising today

'We are trying to build that direct audience'" Reese Witherspoon's Hello Sunshine is more focused on building audiences than scale

'We still need to make search and discovery much better:' Etsy is banking on tech and marketing to catch up with Amazon

What you need to know in advertising today

IAC's CEO says that understanding consumer-focused internet brands is keeping the company's stock flying high

What you need to know in advertising today

Facebook is betting that shows with cult followings like 'Buffy the Vampire Slayer' can juice up Facebook Watch and bring in millennial viewers