Morning Brew - ☕ Going to extremes

A conversation with IAB’s CEO.
February 02, 2023

Marketing Brew


Happy Thursday. It feels like Groundhog Day in the world of football in more ways than one. Three years after his rebirth during the 2020 Super Bowl, Mr. Peanut is set to return to the game. Not long after Planters made that announcement, Tom Brady told the world that he would retire from football…for real this time.

In today’s edition:

—Ryan Barwick, Kelsey Sutton



a phone saying "Click here" with a gavel over it Francis Scialabba

To hear it from David Cohen, the CEO of the IAB, whatever happens in the next one to two years could fundamentally alter the digital economy—be it regulatory scrutiny, consumer awareness of personal data and privacy, or loss of tracking attributed to the rewiring of the advertising ecosystem. Sounds like fun.

Cohen voiced these concerns in a hair-singeing speech delivered at the IAB’s annual leadership meeting in Marco Island, Florida, last week, calling out a laundry list of “extremists” and “political opportunists” who, in his view, “have made it their mission to cripple the advertising industry and eliminate it from the American economy and culture.”

He named everyone from Sen. Ted Cruz and FTC Chair Lina Khan to Apple, which has seismically altered the ad industry by letting users opt out of online tracking.

His comments spurred the ANA and 4A’s to release a joint statement in which they criticized the tone and content of Cohen’s speech and its “polarizing political rhetoric.” Marketing Brew chatted with Cohen about his speech (which can be read in full here) and what he was hoping to achieve.

This interview has been lightly edited and condensed for clarity.

AdExchanger called the speech “unapologetic,” while Ebiquity’s chief product officer described the use of the word “extremist” as “quite possibly dangerous” on LinkedIn. I just want to fact-check a line here: “Extremists are winning the battle for the hearts and minds in Washington, DC, and beyond.” Are we reading the same speech?

We are. It goes without saying that this is my opinion…I do believe that we live in a world of sensationalism and extremism, and I do think that a more moderate approach—a strategic, sound approach—is probably warranted. Outside of the sensationalism of the speech itself, the hope is that we have a pragmatic and practical approach to data use. And we are at least a decade behind in terms of a national data privacy law. My hope, at the end of the day, is that we get Washington to move and we get all the large players to collaborate.

Almost like fighting fire with fire, in a sense?

If you have a knife fight, you want to have a knife. If you’re in a battle with bazookas, you want a bazooka. You want to be able to meet the conversation where it sits. And I do think there was an element of that.

Keep reading here.—RB



The BCAnswers you seek


The content game is getting trickier and trickier, and rising costs and wild new tech don’t make it easier. Your biz wants to turn heads with fewer dollars, but how? The answer is here: branded content.

Aspire teamed up with Meta to host a live Q&A on Meta’s newest ad feature, Branded Content Ads—and you can watch it all here. BCAs are proven to lower costs by 3.9% and increase the probability of successful purchase outcomes by 82%.

How, you ask? The Aspire x Meta Q&A has all the juicy deets. It covers:

  • the value creators bring to marketing strategies
  • how leading brands leverage BCA to drive revenue
  • getting started with branded content through Aspire
  • tips for your content strategy

Stay ahead in the content race with Aspire x Meta. Watch the Q&A now.



image from Netflix and GM Super Bowl campaign Netflix, GM

Netflix and GM are both returning to the Super Bowl this year—but this time, the brands are heading to the broadcast together.

In a 60-second spot that will run in the second quarter of the game, the companies have enlisted Will Ferrell to promote GM’s electric vehicles and Netflix hits like Squid Game, Bridgerton, Queer Eye, and Army of the Dead. Several 15-second teasers for the ad will air ahead of the game.

The ad, created by The Community and McCann, is part of an extended initiative from both brands to make electric vehicles ubiquitous onscreen and in real life. Beginning this year, Netflix has committed to place at least one electric vehicle from GM or another EV manufacturer in new Netflix-produced shows and movies, Netflix CMO Marian Lee said. (The way they appear will be at the discretion of the creative teams, Lee said, so don’t expect to see them in series or movies where it isn’t subject-matter appropriate, like in period pieces.)

Neither brand will run additional standalone ads in the Super Bowl this year, but Netflix will also run a different co-branded spot for its golf documentary series Full Swing alongside Michelob Ultra, Lee said.

Better together: The joint spot is one of several co-branded ads slated to air during this year’s game. Heineken is running a spot for its nonalcoholic beer in an ad featuring Paul Rudd’s character from Ant-Man and the Wasp: Quantumania, which will hit theaters a few days after the Super Bowl. Meanwhile, Molson Coors is asking people to guess the contents of its Super Bowl ad using DraftKings for a chance to win a cash prize.

TV tropes: While these are Netflix’s first co-branded Super Bowl ads since its 2014 game debut, GM has a history of leaning on entertainment to promote its vehicles. Last year, the brand enlisted Dr. Evil from the Austin Powers film franchise to promote electrification. It also previously worked with Ferrell in 2021 to promote its electric vehicles in a spot poking fun at Norway.—KS



French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Up to date: Nine trends for 2023 and the “key cultural shifts” behind them, according to Horizon Media.

Devil’s advocate: A blog post explaining why it may not always make sense to partner with an influencer or celebrity just because they share a name with your brand (like college football star Jalin Hyatt partnering with hotel chain Hyatt).

Grab a pen: How B2B marketers can write content that leads to results.


  • Snap reported its slowest quarterly growth rate ever. CEO Evan Spiegel said during the earnings call that “advertising demand hasn’t really improved, but it hasn’t gotten significantly worse.”
  • Instagram co-founders Kevin Systrom and Mike Krieger developed an app called Artifact, “a kind of TikTok for text.”
  • Twitter is saying goodbye to its CoTweets feature.
  • Apple rolled out its new Major League Soccer streaming service this week with several nontraditional ad deals, according to Bloomberg.
  • PayPal will lay off about 2,000 employees, or approximately 7% of its staff, over the next few weeks.


Today’s research comes courtesy of Retail Brew’s Katishi Maake.

On Tuesday, Dunnhumby released its sixth annual retailer preference index—a nationwide study examining 63 retailers in grocery that surveyed 10,000 consumers—and found that H-E-B was the most preferred grocer in 2022.
Costco came right after H-E-B, followed by Amazon, Wegmans, and Sam’s Club to round out the top five.
H-E-B retook the top spot from Amazon, which held it for the past two years.
“The surge to digital and e-commerce adoption by customers—a large chunk of it has stuck. [We] knew that also a large chunk might be temporary,” Erich Kahner, director of competitive strategy and insights at Dunnhumby, told Retail Brew. “H-E-B resuming its spot, pushing Amazon back down, reflects that more temporary nature of all of that shift.”

Read more here.—KM


Share Marketing Brew with your coworkers, acquire free Brew swag, and then make new friends as a result of your fresh Brew swag.

We’re saying we’ll give you free stuff and more friends if you share a link. One link.

Your referral count: 2

Click to Share

Or copy & paste your referral link to others:


Written by Ryan Barwick, Kelsey Sutton, and Alyssa Meyers

Was this email forwarded to you? Sign up here.

Take The Brew to work

Get smarter in just 5 minutes

Business education without the BS

Interested in podcasts?

  • Check out ours here

Update your email preferences or unsubscribe here.
View our privacy policy here.

Copyright © 2023 Morning Brew. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011

Key phrases

Older messages

☕ Watch from home

Thursday, February 2, 2023

Jerome Powell's not ready to celebrate yet... February 02, 2023 View Online | Sign Up | Shop 10% Off Morning Brew TOGETHER WITH Cariuma Good morning and Happy Groundhog Day. While Punxsutawney Phil

☕ Welcome to the machines

Wednesday, February 1, 2023

The future of robotics in retail. February 01, 2023 Retail Brew TOGETHER WITH Bloomreach Rabbit, rabbit. Welcome to February. Between Valentine's Day, the Super Bowl, and Glossier's debut at

☕ Sky-Fi

Wednesday, February 1, 2023

Incumbents are responding to satellite internet. February 01, 2023 Emerging Tech Brew Welcome to the first edition of Tech Brew. Notice anything different about this newsletter today? Does it feel a

☕ Tale as old as time

Wednesday, February 1, 2023

Movie trailers in the Super Bowl. February 01, 2023 Marketing Brew It's Wednesday. And the Philadelphia Eagles are going to the Super Bowl, which can only mean that a Wawa Super Bowl spot can't

☕ Free wi-fi

Wednesday, February 1, 2023

The dodo could get a second chance... February 01, 2023 View Online | Sign Up | Shop 10% Off Morning Brew TOGETHER WITH Facet Good morning. It's a new month, which means that a fresh slate of shows

🔊 Nothing's Ear 2 Is Almost Flawless

Thursday, March 23, 2023

Plus: A lock of hair reveals Beethoven's genome for the first time. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

The Honey Trap

Thursday, March 23, 2023

The FBI used an undercover cop with pink hair to spy on activists and manufacture crimes. MOST READ The FBI Used an Undercover Cop With Pink Hair to Spy on Activists and Manufacture Crimes Trevor

TikTok, Organ Transplant Overhaul, and Allergy Hotspots

Thursday, March 23, 2023

Facts, without motives. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

A Betrayal Lets Big Pharma Profiteer Off Cancer Drug

Thursday, March 23, 2023

Rejecting cancer patients' petition, the Biden administration refuses to use the power its HHS Secretary demanded Trump use. A Betrayal Lets Big Pharma Profiteer Off Cancer Drug By The Lever • 23

Say your piece

Thursday, March 23, 2023

It's been a busy month for Popular Information. Here are a few highlights from our reporting over the last 30 days: Popular Information authorit… ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

☕ We don't <3

Thursday, March 23, 2023

The Supreme Court considers a dog poop joke... March 23, 2023 View Online | Sign Up | Shop 10% Off Morning Brew SPONSORED BY tastytrade Good morning. It's a big day: TikTok's CEO is testifying

Numlock News: March 23, 2023 • Gladiators, Oreos, Dolphins

Thursday, March 23, 2023

By Walt Hickey Fraud A Massachusetts man was sentenced to four and a half years in prison after pleading guilty to running a sophisticated romance fraud scheme from 2016 to 2020. Targeting mostly older

Supreme Court weighs trademarks - Organ transplant reform - 3D-printed food

Thursday, March 23, 2023

Fed interest rate hike • Uganda anti-gay bill • Supreme Court trademark case • 3D-printed cake • Organ transplant reform • 23 MAR 2023 View in browser The Factual Facts, not fear. TRENDING TOPICS Fed

SpaceX tries to de-orbit Amazon's request for a satellite broadband shortcut [Thu Mar 23 2023]

Thursday, March 23, 2023

Hi The Register Subscriber | Log in The Register {* Daily Headlines *} 23 March 2023 satellite SpaceX tries to de-orbit Amazon's request for a satellite broadband shortcut Stop the presses:

Creator funds are even more bullshit than we realized

Thursday, March 23, 2023

PLUS: How Matt Navarra turned his marketing newsletter into a six-figure business ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌