May 25, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

More than Half of Local Businesses Still Lack Mobile Strategy
When it comes to their favorite local shops, people will forgive a lot: higher prices for products and services; odd hours of operation; and maybe even less cleanliness than they’d allow a chain store. Still, no mobile presence is apparently where a lot of folks draw the line, according to fresh findings from Facebook and Factworks. The market research firm surveyed more than 6,000 local businesses and over 10,000 people in the United States, along with Canada, the United Kingdom, Germany, France, Italy, Spain, and Poland. What the researchers found was that having a mobile strategy is crucial for both attracting new customers to a local business and retaining existing customers. That’s a problem considering that less than half of local businesses are optimizing their marketing for mobile. On the bright side, marketers clearly have an opportunity to help bridge this gap between themselves and consumers.

IAB Proposes Framework to Standardize Targeting Data
IAB Tech Lab is proposing a new framework aimed at giving buyers more granular information about the type of consumer data that fuels targeted advertising. The organization says the proposal — which includes labeling requirements and a new naming convention — could result in more efficient ads. Currently, according to IAB Tech Lab, buyers who arrange to target ads so they reach people in particular marketing segments don’t necessarily know how those segments have been created. People can place themselves in marketing buckets by answering survey questions, or otherwise declaring an interest in a product or service. But people also can end up in particular marketing segments based on information that is observed about their web activity, or due to modeling techniques. The IAB Tech Lab’s proposed framework aims to offer standardized information about the factors that have gone into placing people into marketing segments, including where the data attribute was sourced, when it was collected and made available to buyers, and to what extent the data was modeled.

Facebook Pushes its GDPR Effort Beyond Europe
In the spirit of the implementation of the general data protection regulation (GDPR), Facebook is asking all its users – not just those within the EU – to review their privacy settings. Over the next few weeks, Facebook users all over the world will be prompted with an alert as they open the social network up to the news feed. This alert will enable them to review details about advertising, face recognition, and the information they’ve chosen to share on their profiles – much in the same way to the alerts that have been popping up for EU citizens over the past month or so. The customized message will show each individual user how Facebook uses data from partners to show more relevant advertising; the political, religious, and relationship information they have included in their profiles; how Facebook uses face recognition; and updates to Facebook’s terms of service and data policy.

Ad Group Announces Rules for Transparency in Political Advertising
The Digital Advertising Alliance, an organization that establishes and enforces guidelines across social media companies, consumer brands, advertising organizations and publishing outlets, this week announced a series of new rules aimed at making digital political ads more transparent. The guidance requires advertisers to provide consumers with a link to a searchable database with more information about who placed the ad, their spending and contributions, and how the advertiser can be reached, among other things. The disclosures apply to ads “that expressly advocate the election or defeat of a candidate for federal office and in certain state-wide elections,” according to the Digital Advertising Alliance.