Disney Advertising has struck a deal with measurement firm EDO to examine audience engagement across multiple platforms, starting with Hulu. EDO will also provide outcome data, quantifying the effectiveness of streaming campaigns. The agreement allows Disney to provide brands with information detailing the impact of streaming ad exposure “on cross-screen digital behavior like search and site visits,” said Disney Advertising SVP of data enablement and category strategy Danielle Brown from the company’s annual Tech & Data Showcase last week. The company has also expanded its relationship with Samba TV, another vendor in the new currency space. Read more

BuzzFeed stock jumped last week as news of collaborative efforts with Meta Platforms and OpenAI began circulating. The New York-based digital media firm famous for viral content said it is using OpenAI’s artificial intelligence to enhance lists, quizzes and other content. Meanwhile, a 2022 deal valued at close to $10 million with Meta Platforms is seeing results as BuzzFeed trains creators to expand their online presence and generate content for Meta’s social platforms, including Facebook and Instagram. BuzzFeed shares, which were trading at under $1 through January, rose to $3.87 in after-hours trading on Friday. Read more

TikTok is taking a proactive stance to quash U.S. government concerns that user data might be collected and exploited by China, where the viral video platform’s parent, ByteDance, is based. TikTok CEO Shou Zi Chew made the rounds in Washington last week, sharing with think tanks and public interest groups his plan to prevent data on Americans from being transmitted out of the country. The strategy marks a shift for TikTok, which kept a low profile during attacks by the Trump administration and continuing pressure under President Biden. Chew is now scheduled to testify before the House Energy and Commerce Committee about security and privacy. Read more

Quantum computing promises future benefits, but also poses present-day cybersecurity risks that the federal government is urging commercial businesses to prepare for now. In fact, a law passed in December, the Quantum Computing Cybersecurity Preparedness Act, requires federal agencies to develop security plans addressing the vulnerability posed by the so-called “Y2Q” moment. Quantum computers are so quick and efficient as to be able to crack virtually any encryption. Although quantum computing is still in the development stage, the machines are expected to reach practical operability by 2030. Read more

In an effort to reassure advertisers that their messaging won’t wind up in a “hellscape,” Twitter has teamed with ad tech firms DoubleVerify and Integral Ad Science (IAS) on a third-party brand safety and suitability initiative. The program, which allows companies to analyze surrounding content and make filtering choices, will initially roll out in the U.S. The move comes in the wake of reports of advertiser unrest at Twitter since Elon Musk took control, though at least one outlet reports that more companies than ever (though smaller ones) are alighting at the blue bird’s nest, “sensing a pricing opportunity.” Read more