AdTech Weekly Roundup

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

Google’s Answer to Header Bidding is now Generally Available
Google header-bidding solution Exchange Bidding has exited beta and is generally available to all publishers who use Doubleclick for Publishers (DFP), the company said Wednesday. Google also said it is alpha testing an expansion of Exchange Bidding to new ad formats like video and buying methods like programmatic. It expects to release a beta version of those features in a few months. Google also introduced reporting tools coupling DFP data with DoubleClick Ad Exchange (AdX) so publishers can gain a comprehensive understanding of their entire ad stack performance. Header-bidding adoption dislodged the Google ad exchange’s preferential placement atop DFP. But with Exchange Bidding, Google made its case to publishers as a potential replacement for or as a way to monitor header-bidding technology.

How Subscription Publishers are Trying to Make Paying for Content a Habit for Young People
Subscription publishers are targeting people between 18 and 24 years old, adapting content, tone, marketing, and accessibility of their products to that audience to foster the habit of subscribing. The difficulty for media owners targeting the 18- to 24-year-old age bracket is bridging the price gap between content that can be accessed for free online and a typical monthly subscription rate. While a common misconception in the industry that people in the 18- to 24-year-old age bracket won’t pay for content, particularly news, data from the Reuters Institute Digital News Report from October found that the proportion of people willing to pay across age groups is flat. Although paying for online news is still rare, 3 percent of people in the U.K. paid for news in the last year, and 54 percent say the reason for not paying for news is because they can get it for free elsewhere, according to Reuters.

Facebook & Instagram Ads Granted Accreditation by the Media Rating Council
After more than a year of audits by the Media Rating Council (MRC), Facebook has been granted accreditation for ads on both its platform and Instagram. According to a release from the MRC, the accreditation applies to ad impressions for Facebook and Instagram’s desktop and mobile websites and mobile apps. The MRC is a US-based nonprofit organization that reviews audience measurement services and manages accreditation for media research and rating purposes.

Google is Changing a Closely Watched Metric of its Ad Business
Google parent company Alphabet Inc. is changing a closely watched measure of the search engine’s digital advertising business and adjusting how it accounts for some private stock holdings, a move that will make reported income more volatile. The main difference is in how Google discloses the performance of its Network business, which runs ads on thousands of third-party websites. This will no longer be reported on a “cost-per-click” basis, or how many times the ads are clicked on. Instead, Google will report changes based on cost per impression — the number of times the ads are viewed. In the fourth quarter of 2017, Google reported $5 billion in sales from network sites.

Why Now is the Time for Travel Brands to Go Mobile-First
It’s popular to talk about the impact that smartphones have had and with good reason. In recent years, since smartphone introduction, there has been a dramatic shift in the way people engage with brands online. Today, the majority of people interact with brands on a mobile device, not on a computer. But many travel companies haven’t caught up yet with this trend. In the US, Sojern data shows that 26% of travel searches in the fourth quarter of last year occurred on a mobile device. In other parts of the world, it’s even higher: Travel searches conducted on a mobile device totaled 47% in Europe; 40% in Asia; 38% in the Middle East and Africa; and 34% in Latin America. And while search behavior is important, bookings are what really matter. According to research from eMarketer, travel bookings derived from mobile devices in the US is projected to reach $86.2 billion this year. The bottom line is this: Now is the time to go mobile-first.

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