September 4, 2017 | Business | by Alexian Chiavegato

AdTech Weekly Round Up

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

The new Facebook Watch is expected to bring in serious digital advertising dollars
Facebook is gaining on YouTube for advertising dollars in the digital video space. On Thursday, the company released Facebook Watch for U.S. viewers. The service will allow users to submit videos, similar to YouTube’s community of uploaders. It also provides viewers with hundreds of shows from publishers like BuzzFeed and Vox alongside live streams of professional sports games. Facebook will share 55 percent of ad revenue with publishers and individuals who submit approved videos. Watch is expected to persuade more advertisers to make the jump from television to digital as users are beginning to consume more videos on their smartphones and tablets than ever before.

Pages on Facebook that post fake news will no longer be able to buy ads
Facebook has been consistently making efforts to put an end to fake news. Recent tactics include using publisher logos next to articles to show credibility and burying clickbait in the news feed. However, tackling fake news is like playing a game of whack-a-mole: it keeps popping back up. Facebook is trying to minimize the impact of false news stories by preventing them from spreading across the platform. Pages that repeatedly post fake news will now be banned from buying any ads. This also serves as an incentive for these Pages to stop posting false stories altogether since the lack of distribution will hurt their revenue streams.

Snapchat introduces new tools to give more control to advertisers
Brands have become increasingly worried about where their ads are appearing. Brand safety is a widespread concern in a programmatic era of advertising technology, and companies are insisting on more transparency. Snapchat is rolling out new tools that will give advertisers more control over ad placement. Manual controls let advertisers choose categories to stay away from, including “graphic and unsavory content.” It also lets them choose a category within a specific premium publisher’s inventory or choose to appear only within user stories. Snapchat’s hope is that these new controls will ease advertiser concerns and keep the ad dollars following into the platform.

BuzzFeed jumps on the programmatic bandwagon after years of resistance
BuzzFeed had rejected banner ads for years, but the publisher is finally accepting them in favor of diversifying revenue streams. The media company has traditionally favored native-advertising formats over banner ads, using quizzes and videos as paid advertising. Now, third-party ad technology will manage display ads to help monetize the publisher’s sites more effectively. The change is largely due to the evolution of BuzzFeed as a company with its website expanding to include video production, studio development, and e-commerce. With all of these additions, the company has chosen to look into programmatic advertising as a way to grow revenue.