A look at how last week’s news affects mobile publishers…
Ad Industry Unhappy with Apple’s New Privacy Settings
In an open letter, a coalition of ad industry groups have spoken up against the upcoming version of Apple’s Safari browser, slated to be released in September. The industry groups say it will “erode advertisers’ ability to reach their customers with relevant advertising.” Last month, Apple that the newest version of Safari will include additional default settings aimed at protecting consumers’ privacy. Among other new settings, the browser will alert users via pop-up notifications when Facebook (and other companies) attempt to collect tracking data. Apple also plans to make it harder for companies to use digital fingerprinting techniques to track people. Companies that use digital fingerprinting techniques attempt to recognize users based on data about their devices such as browser versions, installed fonts, plug-ins and other characteristics. Apple will hinder that effort by limiting the amount of data it sends to websites about users’ devices.
Survey: Opt-in Video Advertising is Preferred Ad Choice for Consumers
A leading independent advertising technology provider has published new consumer and brand marketer research. Conducted in coordination with the Mobile Marketing Association (MMA) and MediaMath, the survey by OpenX highlights the growing desire of consumers for more relevant, engaging and “rewarding” advertising experiences. The research firm said its nationwide survey of consumers showcases the dilemma that many marketers face with digital advertising; over 80 percent of online users report feeling overwhelmed by the number of ads they see, with over two thirds also saying ads they see are not relevant to them. The data, however, also showcases a clear path forward for brands. Seventy nine percent of consumers said that they prefer opt-in advertising over every other ad format and with video advertising in particular, opt-in advertising ranked significantly higher than pre-roll, mid-roll, social/native or pop-up/interstitial advertising.
Snapchat Opens Private Marketplace for Brands to Buy Ads in Discover Shows
Snapchat has developed a private marketplace for advertisers that could help publishers on the platform sell commercials directly to brands and raise the value of the ad inventory. This week Snapchat said advertisers are now able to book ad space in specific shows and channels created by publishing partners, including Hearst, Vice, BuzzFeed, NBC Universal, ESPN and others, through its self-serve ad platform. This is Snapchat’s version of premium programmatic advertising, known in the industry as a private marketplace, and it melds the automated parts of digital ad buying with the control associated with more manual advertising services. Until now, if brands wanted ads to appear alongside specific publishers’ content in Snapchat they had to go through the old-fashioned insertion order method. Brands could already buy Snapchat inventory through the platform’s ad tech, but previously it didn’t let them select specific publishers, or give publishers control over elements such as pricing.
Facebook Rolls Out Group Video Feature Globally
Facebook has globally launched a new video experience that enables groups to watch live or recorded videos together in the same place at the same time. “Watch Party” enables group admins and moderators to select any live or recorded public video to share with group members. Members can then comment and react in real-time to the video. In addition to launching Watch Party, Facebook has begun testing the ability for people to start Watch Parties with friends outside of groups, and is looking to begin testing the same with Pages in the future. Moreover, Facebook has added co-hosting to Watch Parties, enabling hosts to designate others who can add videos and keep parties going, and crowdsourcing, enabling anybody in a group to suggest videos for the host to add to a party.