Ad Tech Weekly Roundup

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

Snapchat Enables Three-Minute Ads and ‘Goal-Based’ Bidding
In an effort to woo entertainment companies, Snapchat is making some changes to video formats it will allow advertisers to use. It is extending to three minutes the upper length of ads it will accept. It is also changing some video formats.

The change will facilitate studios to run a full film trailer on Snapchat. Previously, similar to YouTube’s pre-roll, the user had to be prompted to swipe to see the full version of a truncated trailer, like what happens now with non-commercial content.

In its new format, Snapchat is also enabling users the ability to swipe to access a camera attachment, web view, and long-form video. Snap, Snapchat’s parent company, is also initiating “goal-based bidding” on the social media site. This allows advertisers to optimize for 15-second video views which gives media agencies, among other things, the opportunity to buy against a specific level of ad engagement.

Digital Publishers Team Up to Compete for More Video Ad Dollars
Some digital publishers are going to pool their video ad space to enhance competition with YouTube, TV networks and other digital platforms. Right now, the alliance consists of BuzzFeed, Group Nine Media and Insider. But Discovery, and other media companies, are also interested in hearing what the alliance has to say.

The yet unnamed alliance will sell ads independently. Publishers that participate will get a share of ad revenue based on the delivery of ads. And the goal is to provide a better brand-safe environment while still providing the necessary scale the big platforms provide.

YouTube is the dominant seller of digital video advertising. Alphabet Inc. does not break out YouTube’s financials, but analysts have estimated that the video giant brings in more than $15 billion in annual ad revenue. The companies participating are also expecting larger ad deals based on the alliance.

Google Fends Off EU Regulators in Court
There have been a couple of legal victories in court against European Union regulators. The biggest one has to do with the EU’s regulatory “right to be forgotten,” which gives people the right to request search engines to remove links and personal information from the results of web searches based on his or her name.

Google won a ruling in the European Court of Justice that says they don’t necessarily have to apply the “right to be forgotten” when versions of the search engine are accessed outside the EU’s borders. Google had been battling France for four years after regulators there ordered the EU principle to be applied globally. However, the court did leave open the possibility that regulators could order Google and others to comply in specific instances. But overall, the decision is viewed as a free-speech big victory because a general obligation has been avoided.

The “right to be forgotten” was established by the EU in 2014. The argument against it outside the EU was that it infringes on other nation’s sovereignty and could be used by dictators or tyrants to assert control over the content published beyond their own borders.

Are Paywalls Part of Vox Media’s Future Plans Post-Merger?
The proposed merger of Vox Media and New York Media will have both entities titles under the same roof, which could eventually mean Vox may adopt the firewalls already established by New York Media.
At the very least, advertisers expect to see the two companies combine their assets since NYM has been part of the Vox digital ad marketplace.

That marketplace, called Concert, was founded in 2016 and was part of a joint effort to build a modern media company by Vox and NBCUniversal. The merger attempt is said to only enhance those efforts. All of New York Media’s brands are included in the merger and will operate independently of Vox’s brands, according to Vox.

The company also said it will continue efforts to broaden revenue streams already established in commerce and events and will consider applying firewalls to Vox properties. NYM properties will also eventually operate on Vox Media’s publishing platform.

Consumers Will Share Data Despite Privacy Fears: Study
If you trust a brand, you are more likely to share personal information with it, according to a new survey of 4,000 consumers in the U.S. and the UK. This is despite general doubts about online privacy overall.

As for the doubters, 68 percent of those surveyed feel online privacy is impossible. And 58 percent are skeptical of the recent commitments by the tech giants to provide stronger protections for privacy. Almost a third of both men and women think they have a handle on every website or company that has collected data on them.

Age also plays a factor in feelings about who is responsible to protect personal data. For those over 30, 28 percent believe it is the responsibility of the company. But younger folks tend to think they should be in charge of controlling their personal data.

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