January 15, 2018 | by Alexian Chiavegato

AdTech Weekly Round Up

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

Six Trends that will Define Mobile Marketing in 2018
Mobile Marketer took a look at six overarching trends that will impact mobile marketing in 2018 and some of the ways marketers are likely to respond. The publication says it is shaping up to be a big year for mobile marketing, with budgets expected to grow, major mergers and IPOs in the works and the arrival of Harry Potter in our world via an augmented reality (AR) game. But core challenges will remain, like the proliferation of sub-channels and the need to create more seamless mobile experiences, but “marketers are more convinced than ever of mobile’s crucial role in activating adjacent channels. With all signs pointing to the growing prevalence of integrated connected experiences moving forward, savvy marketers will double down on digital assistants and AR to gain crucial experience in preparation for the future.”

Mobile Advertising Market to Top USD $244.57 Billion Globally by 2022
Zion Market Research has published a new report that puts the global advertising market, which was valued USD 105.36 billion in 2016, at USD $244.57 billion by 2022, growing at a CAGR of 15% for the forecast period from 2017 to 2022. The research firm says the players in mobile advertising have been focusing on the innovations in terms of technological advancements to cater to the specific needs of several consumers. The rise in a number of mobile internet users and increased awareness are major factors driving the growth of the mobile advertising market. In addition, age-group specific mobile advertising contents can be a major potential opportunity for players in this market in the forecast period.

Amazon Plots Digital Ad Push with Ad Tech Launch
Amazon is flexing its muscles in the digital ad market, bringing new ad tech tools to Europe aimed at helping publishers make more money online. Amazon’s Transparent Ad Marketplace, which went live in the US a little over a year ago, is now launching in the UK, Germany, France, Italy and Spain. It offers digital publishers and app developers a new means to monetize their content using header bidding (a technology that allows multiple ad buyers to bid on ad space at the same time, meaning the highest bid should always win). What differentiates this product is that it is cloud-based, meaning the bidding takes place on Amazon’s servers rather than on the publisher’s website. That in turn means publishers don’t have to input lots of codes from different ad buyers into their website, speeding up page load times.

How Google’s Chrome Ad Blocker Could Change Digital Advertising
Google’ Better Ads Experience Program will be put into effect next month. As a result, there will be a number of changes in the way users consume ads. The most immediate and possibly the most profound effect will be that Google Chrome users will be given a native ad blocker. This means that nearly two thirds of those that use the web will be able to block advertisements and unwanted content easily and efficiently. The objective, according to a recent blog post from Google, is to improve the online experience of the billions of people that use the web, and specifically those that use the Chrome browser. According to NetMarketShare, which tracks usage share of web technologies, Chrome was the most widely used browser in the world in 2017 and accounted for 58. 83 percent of the global market share, a long way ahead of its nearest rival Firefox, which accounted for 13.13 percent of web browsing.

YouTube is Telling Advertisers it has a New Plan to clean up the Video Site
YouTube has a new pitch in its ongoing quest to convince telling advertisers it’s safe to run their ads on the world’s biggest video site. In talking to advertisers and publishers recently, including a big push at the CES show in Las Vegas, YouTube is trying even harder to calm advertisers who worry that the ads they run on the site might end up next to something inappropriate, or worse, and perhaps to justify an ad price hike YouTube would also like to implement this year. YouTube is now responding with a promise to vet videos with a combination of humans and robots, as well as a white-listed group of publishers who’ve proven themselves to be trustworthy, according to people who have met with YouTube reps recently.