April 16, 2018 | Weekly Round Up | by Christopher Hendrickson

AdTech Weekly Roundup

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

What Marketers Need to Know about Facebook’s Updated Business Tools Terms
Facebook has introduced new terms around the use of customer data, tracking and measurement. The company has reiterated that Facebook will, in effect, apply the EU’s General Data Protection Regulation (GDPR) standards to its business globally. Not surprisingly, the Terms changes are timed to go into effect on May 25, 2018, the same date the GDPR’s sweeping set of rules governing the handling of consumer data will go into effect. Marketing Land provides a rundown of the key changes to the terms that apply to any website owner, publisher, developer, advertiser, business partner (and their customers) and any other entity that integrates with, uses and exchanges information with Facebook.

Programmatic is Still on the March
More than $46 billion, or roughly 83% of all digital display dollars, will be transacted programmatically this year. That’s up $10 billion from last year, according to eMarketer’s latest programmatic ad spend forecast. Private deals, including private marketplaces and programmatic direct, will facilitate the majority of the $19 billion in new programmatic dollars expected to enter the space in 2019 and 2020. “Buyers have come to rely on programmatic as the primary way to infuse their ad campaigns with first-, second- or third-party data insights,” said Lauren Fisher, principal analyst at eMarketer.

Nine Key Trends in Digital Marketing for 2018
MultiChannel Merchant reports that digital marketing is becoming imperative for marketers as more and more consumers are turning to mobile devices for relevant, timely content from brands. As a result, find out which key performance metrics and areas of investment marketers must stay on top of. A study by RetailMeNot revealed several key trends that are impacting the retail industry and change the types of marketing decisions being made in the future. For example, seventy-eight percent of retailers surveyed will spend more in 2018 on social media marketing. And although 67% said they will use email marketing and driving mobile conversion as a way to get more customers, some (10%) of the largest retailers reported they will keep their budgets exactly the same as 2017.

Instagram Launches ‘Focus’ Camera Format for Stories
Facebook-owned picture sharing platform Instagram has introduced two new elements to its Stories feature, a ‘Focus’ camera format that allows for ‘artistic’ photos and videos, and an ‘@mention’ sticker that provides users with a new way of tagging friends. The ‘Focus’ camera format operates within Instagram’s own camera feature, and enables users to softly blur the background of images or videos that are being added to their Story, making the subject stand out and replicating a similar effect recently added to Apple’s own iPhone camera feature. ‘Focus’ will be added to Instagram’s existing camera functions, which include ‘Boomerang’ (short looping video) and ‘Superzoom’, accessed under the record button in the camera screen.