ExchangeWire on WPP Vs. Foster, Apple App Data Consent, and YouTube Monetisation

In this episode of The MadTech Podcast, ExchangeWire CEO Rachel Smith and COO Lindsay Rowntree join John Still, head of content, to discuss WPP vs. Richard Foster, Apple's app data consent rules, and YouTube's new monetisation bar.

The first story this week covers WPP moving to seal parts of Richard Foster's amended wrongful termination lawsuit, and what this case means for agency practices. The second is Apple revising its app data consent rules after regulators found its App Tracking Transparency framework violated competition law. The team discuss if this move will make a difference with regards to user data and privacy, or truly benefit third-party app developers within Apple's ecosystem. Finally, YouTube will significantly raise its monetisation thresholds for new creators, while also changing the way it counts public video views. Are these changes keeping pace with the platform's scale? And how might this affect its creator ecosystem going forward? *Creators already enrolled in the YouTube Partner Program will not be affected – we mistakenly said that this would push existing creators out of the monetisation window. The dialogue instead highlights how many existing creator channels the new thresholds theoretically could affect, as a wider point about how steep the bar to entry has become for the creator economy, even for those that would otherwise look established enough to expect a straightforward path to monetisation.

••• 0:00 Get your tickets to ATS London! 0:43 Introduction 1:50 WPP escalates legal fight with Richard Foster 15:49 Apple to revise app data consent rules 26:19 YouTube raises threshold for new creators; changes how it counts views 34:05 Weekly Quiz: Which British celebrity recently advised people to delete TikTok? 35:48 Happy US National Dog Day!