Copper6

Copper6 Leadership and Founders

Dor Herskovich and Ariel Sivan have founded Copper6, bringing extensive experience from their previous roles in ad tech companies.

Marketers Have One Year To Migrate To The New Google Analytics – But It’s Already A Mess

An AdExchanger analysis details Google's plan to migrate marketers from Universal Analytics (UA) to GA4 by July 2023, highlighting widespread confusion and a major architectural shift from session-based to event-based reporting. The piece notes privacy concerns, data-loss implications (including the removal of IP addresses and the need to download UA data within six months), and regulatory pushback from EU data-protection authorities. It also covers market dynamics, with SMBs and agencies facing a challenging transition, concurrent UA/GA4 runs during migration, and vendors like Amplitude, Edgemesh, and Rockerbox offering GA4 alternatives or support. Overall, the migration is portrayed as a complex, high-stakes upgrade with significant data and privacy considerations for the advertising ecosystem.

Netflix Grows Despite Spending Less On Ads; YouTube Earns MRC’s Blessing For Brand Safety

AdExchanger's roundup highlights mixed signals in digital advertising in early 2021. Netflix reduced its global ad spend in 2020 from $1.88B to $1.45B, while U.S. Facebook advertising dropped to $21.6M from $48M. Despite lower ad outlays, Netflix grew North American subscribers by 9% in 2020 to 73.9M. YouTube earned the Media Rating Council's brand safety accreditation, becoming the first digital platform to achieve this, with Alphabet pledging to keep ad placements at least 99% brand safe. The piece also notes rising competition in mobile advertising from Apple and TikTok, per Singular’s ROI Index, and mentions Shopify expanding Shop Pay to Facebook and Instagram, along with several other product, partnership, and litigation updates across the ad tech ecosystem.