August 13, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

Google Adds Ads.txt Only Inventory Control for Display, Video
Google has introduced a new ads.txt-only inventory control in Display & Video 360, formerly DoubleClick Bid Manager, which allows advertisers to choose only to run campaigns on sites that support ads.txt authorized inventory and exclude inventory from sites without the file. Ads.txt is an IAB standard created to increase transparency by allowing website owners to post electronically who is allowed to sell their ad space. The code aims to prevent unauthorized and domain-spoofed inventory from being sold. More than 430,000 domains have added the file since February — about 600,000 publishers, and 90% of publisher partners use ads.txt, Tobias Maurer, Google senior product manager, wrote in a blog post. Earlier this week one of those publishers, The Guardian US, released a case study stating that counterfeit inventory diverted 1% of ad spend for display inventory, and 72% of video spend went to counterfeit inventory sources.

Months after GDPR, U.S. News Sites Continue to Block E.U. Readers
The implementation of the E.U.’s GDPR last May brought with it a certain déjà vu of Y2K. A low-level panic seemed to buzz across the publishing sphere with pockets of code-red alarms popping up, worried about life after May 25. Since then, the impact has been pretty minimal. New consent boxes endlessly pop up across websites, but the rain of emails has stopped, and many outlets have caught up to the new regulations. However, some publishers in the U.S., among them newspaper giants like Gatehouse Media and Tribune Publishing/Tronc, former owner of the L.A. Times, have decided to simply block E.U. users rather than comply with the new data standards. Nieman Lab reports that it is more than a few outlets. A source said he had counted more than 1,000 U.S. news sites so far that have blocked him in the U.K. Other readers running into trouble include those who travel often for business and ex-pats who want to keep up with local news.

Instagram’s Sponsored Posts Increase 44 Percent
Instagram’s sponsored posts grew by 44% in the first six months of this year compared to the first six months of last year, according to a new report. Buzzoole studied the number of posts with the #ad and #sponsored tags created by social influencers, who can boost a brand’s message to a wider audience on social media platforms. The report also found that fashion (33%), beauty (13%), and food and beverage (13%) brands were mentioned most frequently, accounting for almost 60% of global sponsored content production. More than 559,000 creators worldwide create sponsored content, producing almost one billion interactions with their followers. That means the average engagement per post is more than 1,000 views, according to the report. The data does not include Instagram Stories, a feature that lets users string together several images and videos into a single post that lasts for 24 hours.

Study says Amazon Tops List for Spending Most on Programmatic Ad Buys
It may come as a surprise to many, but Amazon tops the list of companies spending the most on programmatic ad buys, according to a recent study. MediaRadar, which offers detailed analysis on brands, released the results of a new study, analyzing the top programmatic spenders. Amazon accounted for 10% of funds spend on programmatic when analyzing the top 50 companies spending on programmatic advertising in first-quarter 2018. The company spent about 1.5 times more than the next-biggest programmatic spender, Microsoft. Marketers will spend more than $46 billion on programmatic advertising in the U.S. in 2018, with 86.2% of all digital display ads bought programmatically by 2020, estimates eMarketer. The research firm forecasts mobile programmatic ad spending will reach $32.78 billion, or 70.4% of all programmatic digital display outlays in the U.S. this year.