December 4, 2017 | by Alexian Chiavegato

AdTech Weekly Round Up

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

Online Ad Prices Rise as Industry Combats Counterfeit Inventory, Google Says
Google has joined Marfeel in publicly touting the “signs of success” that the tech giant and Marfeel’s client publishers have experienced following the implementation of Ads.txt. Ads.txt is a new fraud/counterfeiting standard first announced by IAB Technology Laboratory in May of 2017. Google says the average price of ad space purchased through the company’s ad-buying systems has increased over the past three weeks. Google attributes the jump to its adoption of the “Ads.txt” industry initiative earlier this month. At Marfeel’s recommendations, eighty six percent of its clients have adopted Ads.txt and the company reports those that have are seeing an estimated two- to three-percent revenue increase. Ads.txt is a mechanism for online publishers to signal which partners and ad systems have permission to sell their ad space legitimately, thereby limiting the ability for disreputable actors to create and sell counterfeit inventory.

Why GDPR is Good for Online Advertising, Even Ad Tech
GDPR regulations and compliance is at hand and this means all companies that collect data about EU citizens will have to make a number of policy and technological changes to ensure they are fully compliant. Becoming compliant will be challenging to say the least, but MediaPost suggests instead of focusing on the negatives, companies should be focusing on the positives. It says GDPR will empower publishers and will restore the balance of power between the supply side (i.e., publishers) and those on the demand side (e.g., advertisers, DSPs, and other intermediaries). As publishers will be the gatekeepers between advertisers and audiences, they will have the upper hand when it comes to media buys. Also, as data will not be able to be shared and/or resold to other parties without the publisher’s knowledge and proper data processing agreements with all companies that want to have access to it, the whole process will become more transparent.

European Online Advertising Grows to 22 Billion Euros
Online advertising grew 11.5% to €22.2 billion between H1 2016 and H1 2017, according to a new report from IAB Europe and IHS Markit. The study shows that mobile display grew by 45.9% while desktop advertising decreased by 1.4%. Total mobile also outpaced all other ad formats with a growth rate of 41.4% to a value of €7bn, compared to search which grew by 12.8%. Online video grew 3.2 times faster than non-video display, reaching €1.7bn in H1 2017. It now accounts for 20% of total display spend. Display advertising grew by 13.1% and search by 12.8%. Display reached over €8bn in H1 2017 representing 37% of total online advertising whilst search accounted for 48%.

YouTube Launching a Short-form Video Format called Reels; Similar to Snapchat Stories
YouTube is creating its own short video format, similar to the popular format introduced by Snapchat and adopted by many other prominent social media websites. The new feature is being called “Reels.” It won’t be an exact copy of “Stories” and it won’t live on the top of the app, as short videos do elsewhere. It will appear in a brand-new tab on a YouTube creator’s channel. The launch of the Reels beta and testing was mentioned in an announcement of the expansion of the YouTube Community tab to all creators with over 10,000 subscribers.