November 13, 2017 | by Alexian Chiavegato

AdTech Weekly Round Up

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

Instant Articles Introduces “Monetization Tab,” With Simpler, One-Click Control for Turning on Recirculation Ads
Facebook has launched a monetization tab that allows publishes to turn recirculation ads on Instant Articles on or off. This change is the result of positive feedback (and increased monetization) from a test trail of recirculation ads launched in June. Publishers had told Facebook that they were looking for easier ways to control monetization in Instant Articles. Previously, these ads could only be turned on by inserting HTML code into each article’s markup.

News Feed FYI: Introducing News Feed Publishers Guidelines
In response to publisher feedback, Facebook has released its News Feed Publisher Guidelines, which include “do’s and don’ts” to help publishers succeed on our platform. The bulk of the feedback prompting this move from Facebook is that publishers wanted more insight into how News Feed works, in order to understand best practices for reaching their audiences. This is an extension of the Publisher Principles Facebook released in May. Facebook said it developed these guidelines with social media teams in mind and in consultation with publishers. The company said it will continue to update the guidelines in collaboration with its partners so they can reach their audiences utilizing Facebook.

The Beginning of a Giant Industry: An Oral History of the First Banner Ad
Everything started on October 27, 1994 when Wired magazine’s digital affiliate HotWire ran what is now considered the first ever banner ad on the web. Digiday has compiled an “oral history” regarding the story of how the internet’s first banner ad came to be, from some of those who helped create it. It is the business model that still makes the world go round for most websites. And it is still huge. Advertisers will spend $16 billion on banner ads in the U.S. this year, according to eMarketer.

As Branded Content Pivots to Video, Publishers Face New Challenges
Traditional publishers are finding themselves battling it out with entertainment studios and production houses that are also piling into the market for original digital video. This is coupled with branded content undergoing its own pivot to video, putting the squeeze on publishers that were already facing rising competition for those marketing dollars and battling low profit margins. Brand and agency executives alike say they’re seeing more video creators and studios including Bravo Media, which touts such clients as HBO and Unilever; and talent agencies like CAA, which has done work for Chipotle, all of them angling to get a piece of the branded video content pie.