October 2, 2017 | by Alexian Chiavegato

AdTech Weekly Round Up

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

Why Marketers are Concerned that 280-Character Tweets will ‘Dilute’ Twitter’s Marketing Potential
Never so much has been made over such a small amount of space but Twitter’s announcement this week that it is experimenting with upping its character count to 280 caused a bit of a frenzy. Adweek reports the company wants to see if the longer tweets will lure more users but many marketers aren’t so sure. CEO Jack Dorsey is saying the 140-character count was “arbitrary” based on the original capping of space for text messages.

Mobile Ad Spend Poised to Swell, Will Account for 69% of Ad Expenditure by 2021
A new report by eMarketer predicts that spending on mobile ads in Southeast Asia is expected to increase significantly based on heavy mobile investments and heavy smartphone adoption across the region. The report also said “mobile ad spending in these markets will more than double during the forecast period. This will surpass US$2.20 billion and account for nearly 69.0% of digital ad expenditures by 2021.” The report also contains advice about having “balance” in a mobile spend and to resist the pundits claim that the region should be “mobile only.”

Facebook Will Show Ads Based on the Stores You Visit in Real Life
Engadget reports on Facebook’s intention, if you allow it to track your location, to show users ads based on the things users do in real life. The social network has “new tools for advertisers that rely on your location and the activities you do on your phone. The article explains several of the possibilities users may encounter due to this new capability.

YouTube’s New Adtech Automatically Personalizes Ads, Can Now Target Using Google Maps, App Install Data
TechCrunch reports YouTube and its parent company Google are also moving forward with some sophisticated “personalization” with video. They have announced something known as “Director’s Mix.” It allows a company to create “thousands of video ads tailored for difference audiences all using a single creative asset.” This technology automatically creates different versions of a video to match the advertisers targeting of various audience segments. This will be based on different voiceovers, backgrounds and copy.