May 27, 2019 | by Alexian Chiavegato

Ad Tech Weekly Roundup

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

Google Rolling out Mobile Search Redesign with Black “Ad” label, Favicons for Organic Results
Google has introduced a new presentation of text ads and organic listings. The mobile search redesign will add some “branding” to mobile search results and puts users in the position to take additional actions from the search results.

For text ads, it will be a black “Ad” label, replacing the green outlined label. And organic listings will be using visual representations of an advertiser’s brand (favicons) and will require brands to add some different code to the header.

These changes are all part of an evolution for Google in terms of the type of content it shows from search results. Advertisers, site owners, and SEO professionals are advised to keep an eye on any potential traffic impact as the changes roll out.

Businesses are Sending More Notifications than pre-GDPR, but Consumers Still Opted-in
New research from a customer engagement firm shows that businesses are sending more notifications to a growing number of mobile app audiences, even post-GDPR.

Airship took a look at mobile app permissions from nearly 700 million people worldwide and found that mobile app audiences have increased 16.6 percent year-over-year. Concurrently, the research showed that businesses are now sending out 36 notifications on average each month, an increase of 18.4 percent since last year. Despite this jump, the overall opt-in rate is still around 67.7 percent. Location sharing, however, saw a decrease falling to 7.7 percent overall from 9.3 percent.

Airship executives feel the study shows the growing value of push notifications when building relationships and engaging customers.

Study: 88% of Mobile Users Unlock Their Smartphones with No Predetermined Destination
A new martech study examined the intent and motivations of mobile device users from the time they unlock their phones, and they found that people are increasingly doing so without a predetermined destination.

The study said consumers, on average, unlock their phones 70 times a day. Most of the time it is because they need to do something—send a text or check email, etc. But more and more, people jump into their mobile phones without a specific motivation.

This behavior has been given a name—“Apnostic.” The study showed that 88 percent of people exhibit this behavior while only 11 percent of users unlock their phones for a specific task more than 90 percent of the time. The study’s authors believe the mobile marketing industry can take advantage of this knowledge to create lucrative opportunities.

Consumers Remain Largely Unaware about how their Data is Used, Despite GDPR
One year into the General Data Protection Regulations (GDPR) and most consumers still have no clue about how their personal data is being used, according to a survey of mobile users from the US, UK, Germany, Spain, Italy, and France.

Overall, just eight percent of users indicated they have a better understanding of how data is being collected, stored and used by companies. In the UK, that number was 59 percent and, additionally, 29 percent of the respondents said they had no idea what GDPR is. Across the rest of Europe, the lack of knowledge about GDPR was 39 percent.

The survey’s authors say these numbers indicated companies did not take GDPR seriously and have to work harder at providing “explicit choice.” That’s because 71 percent of the respondents globally said they would willingly share data from their mobile apps and website usage if provided the explicit choice.

Apple Plans to Make Ads More Private, But Give Advertisers Data, Attribution
Apple is saying it has a new way to measure the effectiveness of online ads, one that allows for attribution of advertising clicks while protecting user privacy.

Apple is calling it a more modern approach. The company says the technology (called Privacy Preserving Ad Click Attribution) is “built into the browser itself and runs on-device.” That means that the browser vendor does not get to see what ads are clicked or purchases are made.

Purchases are attributed to ad clicks which are how the effectiveness of the ad is measured. But Apple says its new tech avoids “placing trust” in any of the companies involved in serving the ad. It also limits the measurement of data being passed between intermediaries in order to prevent the communication of a tracking identifier.