September 18, 2017 | by Alexian Chiavegato

AdTech Weekly Round Up

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

Apple’s Move to Kill Cookies Brings Plea from Six Major Trade Associations.
Trade associations, which represent ad agencies and marketers, teamed up to oppose the cookie-handling functionality of Apple’s new Safari 11 browser. They claim the browser basically blocks advertisers from collecting certain data that helps them target ads to Apple device users. The browser is expected to be introduced on September 19th. Apple says the browser’s new “Intelligent Tracking Prevention” tool will better protect user privacy. The trade associations say the changes “will make advertising more generic and less useful, resulting in a bad experience for consumers.”

Facebook Bars Advertisers from Altering News Headlines
Facebook will no longer be “allowing advertisers who promote news articles on the site to modify the headlines and descriptions that appear with them.” In June, as part of an effort to crack down on the spread of false or misleading information, Facebook had stopped allowing users to modify headlines and descriptions. But that policy will now also apply to advertisers. Publishers feel the practice of allowing for such changes misrepresents their work.

Facebook Pitches Brand Safety Ahead of Video Ad Push
In connection with the company’s ramp up of its in-stream video, Facebook took steps to deal with some of “advertising adjacency challenges” that plague some of its online rivals, like You Tube. The company introduced new “monetization eligibility standards” that are “designed to provide more clear guidance on the types of content that will be allowed to have advertising run alongside it on the platform. It will also specify the types of publishers and video creators who can earn money from ads on Facebook.” The company hopes to protect “brand safety” with guidance on what types of content it will allow while also specifying the “types of publishers and video creators who can earn money from ads on Facebook.”

GDPR is coming, and many US ad tech firms are not ready.
At the major Dmexco confab, the implementation of European Union rules on data protection was described as an “elephant in the room.” Within a year, these rules become enforceable and the fear is US ad tech firms don’t fully comprehend the sweeping regulations with many delaying preparations because of a fear of lost revenue. This was a topic that was the basis of several hot debates at the industry gathering in Cologne, Germany.