September 25, 2018 | by Chris Kosmopoulos

AdTech Weekly Roundup

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

Europe’s privacy law changed ad-buying behavior in mobile publishing
According to Smaato, the new GDPR privacy laws have changed the prices for various types of mobile ads in Q1 and Q2 of 2018. After analyzing trillions of ad requests and impressions, Smaato found that privacy-compliant ad impressions were up 6.5 times as soon as the new GDPR laws came into effect. In addition, there was a 17% increase in mobile ad prices worldwide for non-targeted impressions with targeted impressions on the decline since publishers wanted to avoid scrutiny. Publishers with a lot of U.S. traffic saw prices increase during the first half of the year. In the U.S., non-targeted ad impressions saw the largest increase in prices with a 62% increase in impressions. As publishers are gaining more consent ad spend for post-GDPR ad impressions are increasing.

Pinterest Eyes Influencer Marketing Budgets with New API
This week Pinterest expanded its content marketing API to include third party influencer marketing platforms. The goal is to help companies work with influencers by providing additional capabilities for campaign measurement. Some of their launch partners joining the official Pinterest Marketing Partners program include: OpenInfluence, Hypr, Klear, AspireIQ, Mavrck, Izea, Influence.co, and Obvious.ly. This transition to influencer marketing is happening after Pinterest announced that they have 250 million monthly active users with a majority outside of the U.S. With Pinterest partnering with influencer marketing platforms and providing additional campaign capabilities, it will encourage more brands to pay for campaigns on Pinterest, opening up a new revenue stream as well as a boost of engagement on the social media platform.

Why Ads.txt Adoption Is So Important For In-App Ads
The Interactive Advertising Bureau’s ads.txt initiative has aided the advertising industry in tackling counterfeit inventory and improving transparency; however, at this point they still left behind one hole in the process – coverage for mobile apps. Worldwide in-app advertising is expected to reach $201B in 2021 up from $72B from 2016, according to App Annie. In an industry that is anticipated to grow exponentially, they can’t allow mobile fraud to hurt the In-App ad market. To address this need, the IAB will be launching their Mobile App Support for ads.txt and while it has already been in operation for web-based advertising, this new roll-out will be a breakthrough for mobile apps globally. The new solution will make it difficult for fraudsters to sell counterfeit inventory on behalf of legitimate publishers.

Amazon is number three in online ads, closing in on Google and Facebook
eMarketer recently revised its U.S. digital advertising estimates, anticipating that Amazon will bring in $4.61 billion in 2018 rather than their previous projection of $2.89 billion. This new estimate will put Amazon in a competing spot with Google and Facebook, making them third in line behind the two giants. Amazon will make up 4.15% of the total U.S. digital ad revenue and is continually increasing their digital ad revenue while Facebook and Google are decreasing. eMarketer projects that Google and Facebook will make up 57.7% of U.S. digital ad revenue which is a decline from 59.1% in 2017. Additionally, Amazon has increased their mobile advertising business by 242% since last year.