June 11, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

Google’s Reversal on GDPR Consent Tool is a Big Win for Ad Tech Companies
Google is now saying that publishers can work with as many vendors as they like when using its content management platform (or CMP). A CMP is a critical piece of software that helps websites comply with the EU’s new General Data Protection Regulation. It solicits visitors’ consent for various companies’ use of their data to improve site performance or personalize advertising. Publishers can work with any number of vendors. But publishers that used Google’s CMP, called Funding Choices, were capped at working with just 12 vendors. The move might be seen by some as a win for publishers, believing Google was trying to further strengthen its position in the digital ad ecosystem. Others, however, suggest that the move was merely a compromise between Google and the Interactive Advertising Bureau’s consent framework, as thousands of ad-tech companies feared Google’s 12-vendor cap could thwart innovation within the industry and possibly put many companies out of business.

Apple Eyeing Potential Mobile Ad Network for Apps
Apple has been reported to be looking to expand its digital advertising business. The iPhone maker is looking to form an ad network where ads would be placed in the apps of companies, according to The Wall Street Journal. Apple would then share any ad revenue with these companies. So far, Apple is said to have held talks with Snap, Pinterest, and others about them potentially joining the ad network. The network, which could be being considered in order to offset slowing iPhone sales growth, would likely build off Apple’s sales of promotional ads for apps in its App Store. It would do this by enabling developers to promote their apps inside other apps when users searched for specific words within the search functionalities of platforms like Snapchat or Pinterest.

Facebook Embraces the Mobile App Version of Header Bidding
Looking to grow its ad business outside its own apps, Facebook, has struck partnerships that enable it to plug into ad auctions run by ad exchanges like MoPub—owned by Twitter—Fyber and Max. Facebook can now also work directly with publishers like Rovio, Talefun and GameInsight, which manage their own ad auctions, and turn on ad demand from the Facebook Audience Network. Alvin Bowles, Facebook’s VP of Audience Network, says the new app ad bidding is similar to header bidding, which is a way for websites to auction ad space in real time to competing ad networks. Apps can’t technically engage in header bidding, but they can increase competition for ad space by plugging into more demand sources, like Facebook Audience Network.

Vodafone Now Offers Amazon Prime Video with Mobile Plans
Vodafone UK has linked up with Amazon to give customers’ access to Prime Video as part of its mobile plans – the first UK mobile company to do so. Through the partnership, new and upgrading customers on Vodafone’s Red Entertainment packages are eligible to receive up to 24 months’ unlimited access to the thousands of TV episodes and films available through Prime Video – including The Grand Tour, American Gods, and Marvel’s Cloak and Dagger. Vodafone’s new and upgrading Red Entertainment customers can now select Prime Video as their entertainment option within the plan. In addition, existing Red Entertainment customers who have yet to choose their content partner will also have the option.

Facebook Touts Benefits of People-based Travel Marketing
Facebook is of the understanding that not only do people prefer to communicate with businesses through messaging apps, but they also prefer to shop with businesses who are available to them through these platforms. With so many content and review site options in the travel space, there’s a likelihood people shopping for and booking travel might not even encounter certain brands’ products. To address these issues, a Facebook executive says a people-based marketing approach can help drive business. Facebook head of global travel strategy at Nikhilesh Ponde says the three things Facebook travel partners want most are to drive growth – particularly via mobile – as well as to reach customers directly and to differentiate their brand. He says people-based marketing is targeting people on the platforms where they’re already spending time in meaningful and creative ways. This creates an opportunity for travel brands to proactively reach out and find travelers at these critical stages to showcase their offerings and cultivate relationships with customers.