April 24, 2018 | Weekly Round Up | by Christopher Hendrickson

AdTech Weekly Roundup

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

New Audience Measurement Tool for Publishers Launched
The Published Audience Measurement Company (PAMCo) has launched the industry’s new audience measurement “currency”, which enables users to look at audience delivery across all publisher platforms for the first time. It uses the latest passive measurement techniques, together with 35,000 high-quality face-to-face interviews, giving a single, de-duplicated view of publishers’ audiences across all content platforms. By allowing users to look at audience delivery across all publisher platforms – phone, tablet, desktop and print – for the first time, PAMCo said the utility unlocks the huge audiences consuming publisher content on phone and tablet devices, which were not previously visible on the NRS. This opens up new opportunities to plan and trade the audiences drawn to the content produced by UK publishers.

Concerns around Data are Decreasing Despite Breaches and Scandals
With GDPR on the horizon, there is new research to find out how consumers feel about the data they share and is collected by companies. The research data, partly commissioned by the Direct Marketing Association, has been collected over a five-year period, and shows that, in the short-term consumers may be worried but the long-term sentiment hasn’t taken a hit. The research found that 61 per cent of consumers are already happy with the amount of personal information they share. Perhaps the most significant finding is that attitudes among 55 to 64-year-olds have improved in a big way – with 63 per cent saying they are happy with the amount of data they share, compared to just 47 per cent in 2012. 88 per cent of those happy with their data output cite transparency as one of the keys for their increased trust. Fifty-one percent of respondents said viewing data is essential to the smooth running of the modern economy, up from 38 per cent in 2012.

How is Google Working with Publishers in the EU?
Alphabet’s Google is reportedly asking its publishers to seek permission on its behalf to collect and use the personal information of European users for ad targeting, according to the new rules in the General Data Protection Regulation (or GDPR). The GDPR is expected to become part of EU law, and it’s likely to come into force on May 25, 2018. Under the European Union’s upcoming GDPR rules, global companies such as Facebook and Google will be required to get user consent to obtain their personal information. The EU will also ask companies to be more transparent about the data they collect in order to keep users’ data secure. The companies that don’t abide by the regulations will be fined up to 4% of their annual global revenue. To become part of the regulation, Google has reportedly announced compliance steps for its ad-technology platforms, and it will be gathering consent directly from users on platforms such as Google.com, Gmail, and YouTube.

Snap is putting Ads that Actually Look Like Ads into the Snapchat Camera
Snapchat is rolling out a new type of ad inside the camera: Direct response ads, or ads that drive people to complete a specific action, like an app download or a product purchase. They’re the kind of ads that are huge on Facebook, and Snap already offers a version of these ads in other parts of the app, like alongside publisher content inside its Discover section. But now it’s putting them right smack dab in the camera. When users pull up a sponsored lens — the face masks that transform people’s selfies into things like a zombie or a taco — advertisers can add a “call to action” button right above the app’s record button. The ads will include prompts like “Shop Now” or “Install Now,” depending on the advertiser’s goal.

Marketing on Reddit Case Study: How I Built A 2,000+ Email Subscriber List in 3 days
Given that until recently Reddit did not have sponsored posts, Reddit is famously suspicious of marketing being conducted on its platform. But with the correct approach, Reddit users can embrace high-quality content that is transparent and builds genuine value. This case study from Steven Daar delves into the success that he found on the platform, breaking apart the secrets to success piece by piece.

More Time will be Spent on Mobile Devices than Watching TV in China this Year
This year will mark the first year that adults in China will spend more time on their mobile devices than they will watching TV. Chinese adults will spend an average of 2 hours, 39 minutes on mobile devices each day in 2018, up 11.1 per cent year-on-year (YoY) and representing 41.6 percent of their daily media time. On the other hand, according to eMarketer, adults will spend 2 hours, 32 minutes per day watching TV, a decline of two per cent from 2017, accounting for 39.8 percent of daily media time. The main reason behind the increased mobile time is video, with adults in China expected to spend 58 minutes a day watching video this year, up by nearly 26 per cent YoY and making up over 25 percent of all digital time. By 2020, this is predicted to increase to nearly 33 per cent.