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The 10 things in advertising you need to know today (SNAP, GOOG)

Dentsu Aegis' profit growth has slowed, Aldi is expanding aggressively, and the US Marine Corps' first ad spotlighting women.

Good morning. Here's everything you need to know from the world of advertising today.

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2. Dentsu Aegis' profit growth has slowed after its EMEA business slowed down. First quarter profits grew 3.1%, compared to 10.7% a year ago, according to Campaign.

3. Google will remove ads from individual pages that violate its brand safety rules, but not entire sites. The rule change will probably benefit smaller publishers which suffer when ads are pulled from their whole site.

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5. Aldi has a billion-dollar expansion plan for the US, and that should terrify Walmart. The discount supermarket will slash prices, expand its footprint, and add 400 stores by the end of the year.

6. Heineken has launched a non-alcoholic beer called "Heineken 0.0", because more people want beer that won't get them drunk. The European market for non-alcoholic drinks grew 5% between 2010 and 2015.

7. Snapchat's parent company Snap actually beat on earnings, according to some analysts. Analysts affiliated with Snap's underwriters gave lower revenue forecasts averaging $138.4 million, and Snap's revenue came in at $149.6 million.

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9. The Guardian is about to make as much revenue from paying members as advertising. Editor Katherine Viner told The Financial Times that the newspaper has 230,000 members who pay at least £5 a month, plus 185,000 digital and print subscribers, and 190,000 one-off contributors.

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