Welcome to Ad Age Datacenter Weekly, our data-obsessed newsletter for marketing and media professionals.

iSpot integrates with Google’s Ads Data Hub clean room

TV measurement company iSpot.tv “has completed a key phase in its integration with Google’s Ads Data Hub clean room, which will give advertisers the ability to evaluate total ad impressions and de-duplicated audience for YouTube and its YouTube TV virtual cable platform across linear and connected TV,” Ad Age’s Jack Neff reports.

The details: “The integration, piloted with 11 advertisers across dozens of campaigns, will be expanded across iSpot’s Unified Measurement platform starting July 5,” Neff notes.

Essential context: The deal “allows measurement of total ad impressions, including co-viewing estimates, across TVs, desktop computers and mobile devices, giving iSpot reach rivaled only by industry heavyweight Nielsen,” Neff adds.

Keep reading here.

See also: YouTube adds VideoAmp to its data clean room

Macroeconomic news and data in a nutshell

• “U.S. jobless claims fall sharply to 242,000 as Massachusetts battles to reduce fraud,” MarketWatch reports

• “Inflation-weary shoppers flock to Walmart,” from CNN

• “Hike again? Take a pause? Fed officials are split about what to do next to fight inflation,” per the Associated Press

+ ICYMI: “US ad employment rebounded with strong gain of 2,100 jobs in April,” from Ad Age Datacenter

Don’t miss: Layoffs and budget cuts—tracking economic moves and news

Twitter vs. Microsoft

“Twitter on Thursday sent a letter to Satya Nadella, Microsoft’s chief executive, accusing the tech giant of improperly using the social media company’s data,” The New York Times reports in a piece by Kate Conger, Ryan Mac and Cade Metz. “In some cases, the letter said, Microsoft had used more Twitter data than it was supposed to.”

What this is really about: “The letter may be a prelude to Twitter trying to charge Microsoft for its data,” per the Times. “Last month, Microsoft said it would not pay for access to Twitter’s data and told customers of its advertising platform that it would remove Twitter from the platform.”

Read the letter: “Twitter letter to Microsoft concerning Twitter API, improper data use,” as posted by CNBC.com on Scribd

5 million

That’s how many active monthly users Netflix ad tier reaches globally, the streamer announced on Wednesday at its first-ever upfront presentation, per Ad Age’s Parker Herren.

How Fox Corp., Comcast, Disney, Paramount and Warner Bros. Discovery are doing on YouTube

Timed to the upfronts, social video analytics firm Tubular Labs is out with new data about how broadcast and cable giants are performing on YouTube. A few key insights:

• The broadcast/cable conglomerates are big on Shorts—YouTube’s branding for its 60-seconds-or-less, TikTok-like video format. According to Tubular, Shorts accounted for nearly 35% of total YouTube views across content from Fox Corp., Comcast, The Walt Disney Company, Paramount and Warner Bros. Discovery properties from September 2022 through April 2023. That’s up from 27% from September 2021 through April 2022.

• Basketball accounted for 37% of total sports-related YouTube video views from those same five media conglomerates from September 2022 through April 2023—up from 29.7% during the same window a year prior.

• TV news content jumped to 8.9% of total YouTube views from the conglomerates from September 2022 through April 2023—up from 3.5% during the same window a year prior.

See also: Horizon Media exec on YouTube and the upfronts

$17.8 billion

That’s Ad Age Datacenter’s tally of WPP’s worldwide revenue in 2022, which put it atop the newly released Ad Age Agency Report 2023 ranking of biggest agency companies.

Just briefly

• “UC Berkeley spreads the gospel of data science with new college, free curriculum,” the Los Angeles Times reports

• “The A.I. revolution could be under threat as Big Tech attempts to take web data out of the public domain,” from Fortune

• “Large U.S. cities regain population lost during pandemic, census data shows,” per The Washington Post

• “ABC News Hires The Economist’s G. Elliott Morris To Lead Data Analytics Team, Oversee FiveThirtyEight After Nate Silver Exit,” Deadline reports

The newsletter is brought to you by Ad Age Datacenter, the industry’s most authoritative source of competitive intel and home to the Ad Age Leading National Advertisers, the Ad Age Agency Report: World’s Biggest Agency Companies and other exclusive data-driven reports. Access or subscribe to Ad Age Datacenter at AdAge.com/Datacenter.

Ad Age Datacenter is Kevin Brown, Bradley Johnson and Joy R. Lee.