A look at how last week’s news affects mobile publishers…
What You Should Know About Apple’s iPhone Event
Most of the tech world was paying attention to Apple’s annual demonstration of its new or improved gadgets. Amongst the news items, Apple CEO Tim Cook finally put a price on Apple TV Plus ($4.95 a month), he provided details about a new gaming subscription service and talked about renovations to their NYC Fifth Avenue retail store.
Apple also announced new operating software for its iPad and Ad Age turned to Marfeel CMO Alexian Chiavegato for his take on how the new iPad OS could change the pricing of ads when served and viewed on iPads. Chiavegato commented on a little quirk that values ads the same way they are on mobile devices which, for many publishers, can have different values, depending on the device.
“It’s good news if your ad prices are better on desktop. That means the traffic coming from the iPad is going to be of better value,” Chiavegato said. “But if it’s the opposite for your site, then it’s not going to be good for you.” The seventh-generation iPad will be priced at $329.
Despite GDPR, Programmatic Advertising Is Still Growing in Europe
A new study by the European Internet Advertising Bureau (IAB) shows programmatic ad spend in Europe is growing even with the adoption last year of the General Data Privacy Regulations (GDPR).
In a report released to coincide with the DMEXCO conference in Germany, the IAB study put programmatic ad spending rising last year at a rate of 33 percent to around €16.7 billion. The IAB study also showed that more than 70 percent of display ads and 50 percent of video ads were delivered by programmatic platforms.
At the Cologne conference, industry discussion still centered on the challenges of programmatic advertising in the era of more stringent privacy laws. Concerns about transparency and a lack of awareness are still prevalent. The study found that most publishers (56 percent) trade the majority of their inventory with an ads.txt file attached while only six percent of advertisers and 26 percent of agencies take part in the IAB Tech Lab initiative to combat fraud. However, there is optimism being expressed within the ad tech industry that the worse is over and things will get even better.
After Months of Preparation, Google Set to Roll Out First-Price Auctions
Google will soon get around to a rollout of first-price auctions and is now publicly saying the change will improve a publisher’s bottom line. The search giant had earlier taken the position that first-price auctions would limit monetization for media owners.
The change applies to first-price auctions on Google’s sell-side ad stack which will match options on prices that are offered by independent ad exchanges. In Google’s earlier “second-price model” advertisers would pay an amount just slightly over the price offered by the next-highest bidder in an auction. The new model means auction winners will have to pay the price they bid to publishers using Google Ad Manager to auction inventory. Google’s position is that more transparency will result due to the change.
There were some complaints about the earlier terms proposed by Google. Such as limiting the ability of publishers to offer multi-tiered pricing levels. But Google responded by extending the test period and offering more options. They will also provide a bid data transfer file to help publishers better assess how media buyers value different types of inventory.
California Isn’t The Only State Getting Busy With New Privacy Laws
AdExchanger reports there are more than a dozen states that have either changed their state data privacy laws or are in the process to do so.
The California Consumer Protection Act is the most notable due to the incredible amount of publicity it has received. But new data laws are cropping up in Nevada, Maine, Pennsylvania, Connecticut, Massachusetts, New Jersey, Illinois and Maryland with more coming.
Marketers and publishers are warned to be careful about thinking that complying with the CCPA means they’ll be OK in the other states, even though the California law is the widest-ranging and the most robust. There is always the chance a particular aspect of the law in a different state that will apply to a particular business, and people are being warned to take a close look at each particular law.
Gen Z is the Most Likely to be Influenced Online
Digital influencing appears to be working best with those who make up what’s known as Generation Z. An Adobe survey in the UK found that Gen Z is the most likely to be influenced by what they see online.
The survey of 1,200 people was distributed amongst Gen Z, Millennials, Gen X, and Baby Boomers. 43 percent of this collective group thought Gen Z would be the most likely to be influenced. And 41 percent amongst the Gen Z’ers themselves thought the same thing.
Generation Z was also found to take the most active role in configuring data preferences on social media. 52 percent of Gen Z reported they frequently engage with companies that place online ads. They also value “exclusive” experiences the most with 28 percent willing to exchange their personal data to get such an experience.
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