November 20, 2017 | by Alexian Chiavegato

AdTech Weekly Round Up

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

Online Publishers Adopt Standards to Help Readers Spot Trustworthy News
Industry consortium The Trust Project are behind a set of transparency standards that Major online news publishers and technology companies have agreed to adopt. This is an attempt to help readers better assess the quality and reliability of the journalism they find on the web. A set of eight new “trust indicators” will enable publishers to volunteer key information about their journalism, including who it was written by, why it was written, how it was sourced and reported, and whether it’s news, opinion or sponsored content. It will be left to readers to evaluate that information and to judge its accuracy for themselves, but the system is the first standardized way for publishers to communicate their editorial policies and practices with consumers.

Marketing in Singapore: Embracing Campaign Goals over Metrics
eMarketer offers up an executive interview discussing how advances in Singapore’s advertising ecosystem leave the space rife with opportunity for brand advertisers. But before they take the next step, Germaine Ng Ferguson of Singapore-based telecom StarHub, said brands need to rethink the narrow metrics they use to measure success. He also expounds on the state of the country’s advertising market and why some brands have the wrong approach to campaign metrics.

Snapchat Filters Ads Now Target People – Not Just Places
Advertisers can now utilize more-advanced targeting tools for Snapchat’s photo filter campaigns, enabling them to reach select audiences and experiment more with the creative messaging, according to the company. The messaging and media app is calling the new tool “audience filters.” Instead of just hitting a specific location (which is what its geofilter does), brands can target based on interests, time of day, age, gender and other technical criteria. Filters (the overlays that people use to decorate photos and videos) are one of Snapchat’s most-used products, with 3 billion of them viewed a day.

Vertical Video Ads are Slow to Take Off in the UK
Despite a lot of action regarding vertical video capabilities amongst major publishers, the U.K. is said to be generally slow in embracing vertical video ads so far. Agencies have also been slow to create vertical ad campaigns, according to both publishers and agencies. It has been described as a chicken and egg situation. “Smaller publishers will need to see ad dollars pushing into vertical video formats to justify making the technical changes on their side, and advertisers are always looking for scale,” said Chris Mumford of M&C Saatchi Mobile. “More content is needed to give advertisers space and scale to play. Low scale obviously drives up the cost of finite inventory. It’s a self-perpetuating mess.” Mumford said for now, most nonsocial vertical video inventory is bought directly from publishers and in private marketplaces, and self-serve through platforms. When inventory becomes available on exchanges and the process is less manual for agencies, there will be a shift.