Ad Tech Weekly Roundup

A look at how last week’s news affects mobile publishers…

Google Cuts off Adobe’s DSP from Its Ad Exchange
One of the industry’s major online media-buying tools in Europe has been blocked by Google due to concerns related to a malvertising attack. Adobe’s demand-side platform was implicated and Google responded by shutting off access to Google Ad Manager.

It means Europe-based media buyers are now unable to use Adobe’s DSP to purchase ad inventory on one of the most popular programmatic monetization tools among premium publishers. Adobe’s DSP was recently identified as being involved in the spreading of notorious malvertising known as eGobbler.

Media traders in the region will now have to use alternate tools to buy premium inventory using real-time bidding on the Google-owned ad exchange. An executive for Adobe confirmed that their DSP was “temporarily paused.” Adobe has indicated it is working with Google to make changes to prevent such an occurrence from happening again. Apparently, one of Adobe’s U.S.-based clients was found to be running a creative asset that was redirecting users to a URL that was not expected.

YouTube May Soon Ban Targeted Ads on Kids’ Content
YouTube may be responding to a recent FTC decision and fine by allegedly eliminating targeted ads on videos aimed at children, according to a Bloomberg report. YouTube had recently been found in violation of federal data privacy laws for kids.

How YouTube intends to implement the targeting ban is not yet known. The possibilities include moving all of its children’s content to its YouTube Kid’s app and even simply disabling ads on such videos. YouTube itself is floating a fix that will pair contextual ads to kid’s videos, instead of targeted ones. Contextual ads are those that link the contents of a video with a commercial message, such as sneakers with a sports clip. Getting rid of targeted ads will be a financial burden for YouTube but whatever change is made will have to satisfy regulators and complainants.

Facebook to Let Users Control Their Data from Other Companies
Facebook intends to provide users with more control over what data is shared with the social-media giant from their other online activities. One of several initiatives recently announced, apparently to make good on CEO Mark Zuckerberg’s pledge to provide enhanced privacy options for consumers.

Facebook will be rolling out a feature called “Off-Facebook Activity” which will let users see information gathered of them from other apps and websites, such as shopping activity, logins and other site visits that initiate signals to track. The tool can be used to prevent data from being associated with individual Facebook accounts. This could mean blocking the serving of ads on Facebook for a product they previously shopped for. The new tool does have limits in that users can’t delete the outside data that apps and websites send Facebook

Other initiatives announced include improving how news gets presented on Facebook and guarding against political bias.

America’s Elderly Seem More Screen-Obsessed than the Young
A recent survey from Nielsen has found that senior Americans (those over age 65) spend nearly 10 hours a day consuming media on televisions, computers and smartphones. Twelve per cent more than Americans aged 35 to 49 and a third more than those aged 18 to 34.

Most of the gap can be explained by television viewing. American seniors, most of whom are retired, spend an average of seven hours and 30 minutes in front of the TV, but that is about as much as they did back in 2015. But Nielsen says senior citizens now spend another two hours a day on their smartphones, a more than seven-fold increase from four years ago.

The research showed that millennials look at their phones more than 150 times a day; half of them check their devices in the middle of the night; a third glance at them immediately after waking up. And yet, when all screens are accounted for, it is, in fact, older folk who seem most addicted.

Twitter Just Made a 6-Second Video Bid Unit Available to Advertisers
Twitter has come out with a new ad offering which should go a long way to answering the question: can brands get their message across in six seconds of video?

Advertisers globally now have the option of a six-second video bid unit. Twitter said it gives brands the security of transacting on a longer view and also provide audiences with short-form mobile videos. It is available for promoted video, in-stream video sponsorships and in-stream video ads for assets 15 seconds in length or shorter. Advertisers will only be charged when their ads are viewed for six seconds, with pixels at 50% in view.

A recent study sponsored by Twitter may be behind the new option. The company said short-form videos with clear branding and sound turned off drove better ad recall and message association on mobile phones. Experts are saying being able to buy and optimize on time is a much better option for brands using video but the feeling is the new option isn’t a game-changer.

Leave a Reply