AdTech Weekly Roundup

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

New Research Shows Ads in Trustworthy Environments Are Becoming Significantly More Effective
New research backs up the contention that ad campaigns perform better when they’re viewed in a high quality and trusted editorial environment. The research was released by World Media Group, a collection of 10 international media brands, including Bloomberg Media Group, The Economist, Forbes, Fortune, National Geographic, The New York Times, The Wall Street Journal, Time, The Washington Post and its newest member, Reuters. “Hopefully this will mean marketers, advertisers, the whole ecosystem will relook at the importance of journalistic platforms,” said Rupert Turnbull, vice president, EMEA & LatAm at Meredith, which owns Time and Fortune. Digital inventory across all those brands outperformed Moat benchmarks by between 16 percent and 73 percent in 2017, according to an independent analysis from SaaS analytics and Moat, which WMG released.

Marketers are Ready for GDPR but Their Employers are Finding it a Little More Difficult
With the implementation of the general data protection regulation (GDPR) just a week away, 20 per cent of marketers fear that their employers are behind schedule and will not be compliant by 25 May. According to the Direct Marketing Association (DMA) latest report into GDPR, there is worryingly still seven per cent of organization that have no plan in place for GDPR. However, on a more positive note, 68 per cent of marketers believe their employer is either on track or ahead of schedule and 81 per cent are confident in their own understanding and preparedness for when the regulation comes into forces. The DMA also found that 52 per cent of marketers believe that the benefits to the consumer outweigh the disadvantages to businesses when it comes to GDPR. Another worrying stat is that 27 per cent of marketers have had no specific GDPR training yet, with 34 per cent feeling more training was required. 54 per cent of those surveyed are confident they have received enough training.

Twitter Begins Filtering out Trolls by Hiding Away their Tweets
Twitter has made a big change to the way it manages troll accounts on its microblogging platform – by making the posts of offenders less visible. The change means that accounts that do not violate Twitter’s rules, but continue to be disruptive and a nuisance to fellow users, will feature less prominently in conversations and search. To find this filtered troll content, users will have to click on ‘show more replies’ or choose to see everything in their search results. The way in which Twitter is detecting these trolls is via ‘behavioral signals’ that show an account to display the characteristics of a typical troll on the platform. Signals include not having a confirmed email address, signing up for multiple accounts simultaneously, accounts that repeatedly tweet and mention accounts that don’t follow them, and other behavior that may indicate a coordinated attack. In addition, Twitter says it will look at how these accounts are linked to the once that actually violate its policies.

China, Despite Ban, is Facebook’s Second Largest Ad Market
Nearly 10 percent of Facebook’s global revenue, or about $5 billion, comes from China, despite being banned from operating in the country, according to a new report by Pivotal research analyst Brian Wieser. This means China is the second-largest ad spender on Facebook, only behind the U.S. Until recently, Facebook only disclosed revenue on a per-user basis. But “new disclosures allow us to see revenues by billing address for customers—advertisers, primarily, rather than users—in each of four regions and it gives us new clues about the importance of Chinese advertisers to the company,” says Wieser. And many experts, including Wieser, believe China will increase ad spend on Facebook for the foreseeable future. This could mean that U.S.-based marketers will face increasing competition for both ad space and services or products as phone manufacturers such as Huawei, Xiaomi attempt to reach American consumers.

Facebook Stories Now Has 150 Million Daily Users, So Here Come the Ads
More than 150 million people are now viewing Facebook Stories every day, so now is a fine time for the social network to begin the process of monetizing them. Pointing out that Instagram Stories had roughly the same daily user total when testing of ads began in January 2017, Facebook revealed today that it is now testing ads in Facebook Stories in the U.S., Mexico and Brazil. Chief product officer Chris Cox, who is now heading up the company’s Family of Apps group, said at the F8 annual developer conference earlier this month that Facebook expects Stories to overtake sharing on News Feed sometime next year.

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