AdTech Weekly Round Up

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

Snapchat targets colleges this fall for new Discover Feed stories
Snapchat is prepping for back to school season by introducing colleges to the Discover Feed. The social media company has been reaching out to college publishers across the country with the opportunity to create localized stories. The feed has traditionally been reserved for established news publications like The Daily Mail, New York Times, and Vice, but Snapchat wants to give colleges a change to create their own content. The stories will be monetized through advertisements, and the profits will be split between Snapchat and either the college or the specific newspaper.

Google incentivizes publishers to come back to YouTube
YouTube has had a rocky relationship with publishers and advertisers over the concern of brand safety. With millions of videos on the platform, some fall through the cracks even with quality control measures like machine learning stepping in to review content. Google wants to mend the relationship and is offering incentives to bring publishers back to YouTube. Publishers will now have full control over which ads are being served on their videos with the player and analytics thrown in at no cost. This is one step towards accepting and catering to the needs of publishers.

Changes to Safari will have far reaching ripple effects
Apple is planning on making some changes to Safari with the new iOS 11 update. The big change, called “Intelligent Tracking Prevention”, will redefine the first-party cookie. The first-party cookie allows for retargeting within the first 24 hours. It also saves the login information for a site for 30 days to avoid the irritating task of reentering information. However, if that 30 day period has passed without the user returning to the site then the cookie expires. This turns out to be great news for the big guys like Facebook, Google, and Amazon who have consistent high traffic sites, but it isn’t looking great for everyone else.

Verizon wants in on the online advertising industry
Verizon has a rewards program that asks users to enroll in Verizon Selects, a program that shares the personal data of registered users to affiliated vendors and partners. Browsing history and personal information is shared with unnamed vendors and partners in order to serve highly targeted ads. Verizon claims the information is protected and shared only with affiliates of the company. Verizon and other ISPs want a chance to compete with online advertising giants like Google and Facebook, and their best bet is to leverage the mass amounts of customer data at their disposal.

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