Ad Tech Weekly Roundup

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

Marfeel Reduces Ad Load Times To 2.4 Seconds On iOS Mobile Devices
MediaPost exclusively carried the news regarding Marfeel’s introduction of a new solution that reduces load time by a significant amount.

The new technology can get load times down to 2.4 seconds on iOS mobile devices with strong internet connections. This is a reduction in load time by 8 seconds. The goal is to reduce publisher viewability obstacles for display ad-load times by 66 percent and making it viewable as soon as the user sees the content near the ad.

In the article, Marfeel CMO Alexian Chiavegato is quoted “If the deliverability of all ad impressions — not just the first — is not well optimized, the ad is not viewable or clickable, and the inventory is wasted.” By definition from the Interactive Advertising Bureau (IAB), a viewable ad impression requires 50% of the banner or creative ad to display on a screen for more than one second.

With Facebook’s Coming News Tab, Only Some Will Get Paid
Facebook’s most recent attempt to help online news publishers’ bottom line will only apply to about one-quarter of the organizations that will take part in the launch. At the end of October, Facebook will begin linking to news headlines and the company apparently never planned on paying everyone for the content linkage. You’ll be able to find it on the Facebook toolbar at the bottom of the mobile app.

Negotiations continue between Facebook and the several major publishers who will be getting paid—with licensing fees anywhere between $3 million for national outlets to several hundred thousand dollars for regional outlets. They are still working out how much of the reporting will be allowed to be posted. Facebook is seeking the ability to possibly link to all news stories, but some outlets are seeking to limit the postings.

Reportedly, Facebook is in talks with Dow Jones (WSJ parent company), the Washington Post, the New York Times, Business Insider, BuzzFeed, HuffPost and the Philadelphia Inquirer. There are plans to expand the number of participating publishers once the program gets rolling.

Facebook Agrees to Acquire Brain-Computing Start-up CTRL-labs
A startup with technology that allows people to control computers with their brains has been acquired by Facebook. The size of the deal is said to be between $500 million and $1 billion (lower than $1 billion, according to Facebook).

The purchase of CTRL-lab’s tech is part of Facebook’s efforts to develop augmented-reality smart glasses. The company offers a wristband that will decode hand signals for particular computer actions sent through neurons in your spinal cord and translate them into a digital signal your device can understand.

Facebook believes this will offer up new creative possibilities in changing the way we interact with virtual and augmented reality. CTRL-labs was founded in 2015 and raised $28 million in February from Alphabet’s GV and Amazon’s Alexa Fund.

87 Percent of Consumers Would Opt Out of Ad Targeting Under CCPA Terms
New research shows data privacy legislation coming out of California will apparently harden consumer’s attitudes against making their data available for third parties.

A study by BritePool and Annenberg Research showed 87 percent of Californians would not allow marketers to sell their personal information to third parties. However, once an option was added that indicated you could be rewarded for making data available, that number dropped to 61 percent.

The California Consumer Privacy Act has yet to be signed into law but it provides residents the right to opt out of online ad targeting. It also requires websites to explicitly inform users of how their data is shared with third parties.

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