August 21, 2017 | Business | by Alexian Chiavegato

AdTech Weekly Round Up

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

Trending Topics on Facebook is being replaced by Trending News
Facebook has redesigned its Trending Topics section by creating a Trending News feature for mobile devices. The new feature has its own link that directs users to a carousel of articles featuring the top stories by headline rather than just a specific topic or word. The focus of this new Trending News section is to make it simple for readers to see how different publishers are covering certain topics as well as view what friends and family are saying. For publisher’s content to rise to the top of the Trending News totem pole, engagement must be high on Facebook for both the specific article, the publisher, and any other articles linked to it.

Google wants advertisers to have some peace of mind on YouTube
In an effort to placate advertisers who are concerned about the placement of their ads, Google is offering more control through additional ad filters. YouTube videos and other online content will be graded in categories like violence, nudity, and political satire. The hope is that these new ad filters will provide advertisers with enough control to block their ads from appearing next to unacceptable videos. Google has already increased investment in AI to detect offensive videos, but more measures are necessary to keep advertisers on the video-streaming platform.

Facebook is hiding content from publishers who use clickbait
Facebook has taken a firm stand against clickbait and does not want deceptive publishers on its platform. The company is taking aim at fake play buttons that lure users to click on fake videos by down-ranking clickbait to discourage the practice. Users are tricked by scammers all the time, and even the most tech-savvy person inevitably gets roped in. Facebook recognizes that this annoyance hinders the quality of the platform itself and detracts from publishers who are posting content with substance. The company is using a more aggressive approach this time around by investing in artificial intelligence to detect these clickbait articles. Those publishers who use deceptive tactics to earn more clicks will be pushed to the bottom of the news feed, leaving more room for quality publishers at the top.

Rocket Fuel was named a Snapchat Certified Partner
Snapchat’s recent partnership with Rocket Fuel means good news for publishers looking to monetize their content on the social media platform. Snapchat has been struggling to keep up in the adtech world, but the advertiser demand is still there. Media buyers can now use Rocket Fuel’s platform to buy inventory on Snapchat in the form of customized filters, long-form video formats, and app install units. The integration will also provide advertisers with more analytics about the 166 million daily users on Snapchat.