At just under six hours per day, traditional TV viewing is far from dead.   Still, this Comcast study reports 21% of advertisers are reducing their linear budgets – far more than social, streaming, or addressable TV.  The bigger news is that 73% of marketers are using addressable TV, 87% are using first party data, and last year saw a 51% increase in audience-based targeting.

No one likes to spend money on “made for advertising” (MFA) sites that have few actual visitors, although the outrage seems stronger among publishers than advertisers, who see the waste as a cost of doing business.  Still, for the advertisers who do care, NewsGuard has just launched a service to let advertisers build lists that exclude MFA sites from their campaigns or build lists of non-MFA sites to include.  

A U.S. district court judge has ruled that Google acted to create illegal monopolies in online advertising technology in a way that blocked competition and allowed higher ad prices to be charged. Google will appeal; meantime, the government will decide what to ask the court to do to remedy the monopoly. Google also faces a new U.K. antitrust lawsuit over its dominance of search.