October 15, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

Facebook Evolves its Partner Program
Facebook’s Marketing Partner (FMP) program is getting a bit of a facelift with the addition of new badge categories and tools to help with measurement and creative. Hundreds of tech companies, agencies and consultants heard the news at Facebook’s sixth global marketing partner summit. The biggest change focuses on bringing agencies and consultants closer together with Facebook’s more traditional partner ecosystem of tech companies. In the past, Facebook managed these groups separately and they didn’t have much to do with each other. “We used to be running one playbook over here and another over there, and now we’re unifying the playbooks and thinking about what solutions apply across all partner types,” said Patrick Harris, Facebook’s VP of global agency development. Facebook is also seeking feedback on how to make its platform even more inviting for advertisers.

A Primer on Log-Level Data
Gaining better visibility of what’s happening in the digital advertising supply chain goes hand in hand with knowing the right questions to ask. One question that vendors are being increasingly pressed for by publishers is: “Where’s my log-level data?” Ad buyers are also asking more for customized log-level data from exchanges. Log-Level data is all data that’s relevant to a single impression. It could be geo data, URLs, cookie IDs, time stamps, viewability levels, and, of course, the good stuff: transaction data. It’s the transaction data more publishers are asking exchanges for. Armed with log-level data, a publisher can see exactly what is occurring in its digital ad supply chain. It can see details on what fee each vendor in the chain takes from the amount the marketer bids on the inventory. Log-level data can also show detail like whether an exchange is running multiple bids on inventory on behalf of the same client, when they shouldn’t be, in order to make their match rates look better and also means they could in theory duplicate their take rates.

Video Swells to 25% of US Digital Ad Spending
A milestone for digital video advertising in the US will be reached. According to eMarketer’s latest ad spending forecast, in 2018, video will grow nearly 30% to $27.82 billion. That means video ad spending will make up 25% of US digital ad spending. Facebook will capture nearly one-quarter (24.5%) of all video ad spending in the US this year, at $6.81 billion (including Instagram). That makes Facebook the top social video ad platform in the US. That dominance is expected to continue over the forecast period, with double-digit growth through 2020. Not surprisingly, Facebook controls nearly 87% of US social network video ad spending. Snapchat’s US video revenues will reach $397.3 million this year, up nearly 19% over 2017 and Twitter will derive more than half (55%) of its total US ad revenues from video in 2018.

Facebook Takes Down Hundreds of U.S. Pages It Said Spread Misinformation
Facebook Inc. has taken down hundreds of U.S. pages and accounts that were spreading false or misleading political content ahead of the midterm elections, in one of the social network’s most aggressive efforts to stop misinformation spread primarily by Americans. The social network giant, which took down 559 pages and 251 accounts, said the accounts “have consistently broken our rules against spam and coordinated inauthentic behavior,” such as making their content appear more popular on the network than it actually was. Virtually all of the pages were from the U.S., the company said. Some of the pages being taken down include Right Wing News, which had more than 3 million followers, as well as left-wing pages like the Resistance and Reverb Press. Facebook added the sites were taken down because of violations of behavior, not their content. In its announcement, Facebook said that many of the pages “were using fake accounts or multiple accounts with the same names” and had posted large amounts of content on the site to drive traffic to their websites, the company said.

Snap Debuts Originals, Daily Episodic Shows
With video all but dominating ad sales, social apps are putting more resources behind streaming content. Snap, for its part, just unveiled Originals — daily episodic shows produced exclusively for Snapchat by professional storytellers. Originals will also feature so-called show portals, designed to let users step inside specific show scenes with a single swipe of their phones. They will offer lenses, filters, and various ways for users to engage with shows and share them with friends. Although it’s not in the same league as Facebook or YouTube, Snapchat is turning video into ad dollars. Stateside, the company’s video revenues will reach $397.3 million, this year, according to eMarketer. Year-over-year, which will represent an increase of nearly 19%, if the research is current.