December 24, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

App Ad Market to Surge to Over $64BN by 2020
The app advertising market is set to increase by a staggering 136 per cent from 2017 to 2020, growing from the $27.1bn recorded last year to $64.1bn in two years’ time.

According to AppsFlyer’s global app market forecasts, marketing spend will grow at an average of 34 per cent year-on-year (YoY). Despite this, growth is projected to gradually decrease through to 2020, while increases in media costs, mobile usage, the number of paid campaigns, apps available, and mobile users overall will keep spend trending upward.

IAB Tech Lab Launches a Compliance Program to Improve Podcast Measurement
The IAB Tech Lab has launched a compliance program for publishers and platforms that adhere to its podcast measurement guidelines. Podcast hosting service RawVoice/Blubrry and NPR are the first companies to be certified.
The program is based on the IAB’s Podcast Measurement Technical Guidelines, which were released in December 2017 to provide the burgeoning podcast industry with standard measurement protocols. The guidelines, updated in July 2017, offer specific criteria for measuring podcast downloads, listenership and ad delivery while filtering out invalid requests.
The IAB Tech Lab hopes this program will standardize analytics across the industry, which still vary across players “sometimes by an order of magnitude,” said Dennis Buchheim, SVP and general manager of the IAB Tech Lab.

AT&T Turns on its Mobile 5G network starting with 12 cities and Mobile Hotspot
AT&T has turned on its mobile 5G network for the public in 12 cities around the United States. The first batch: Atlanta, Charlotte, Raleigh, Dallas, Houston, Indianapolis, Jacksonville, Louisville, Oklahoma City, New Orleans, San Antonio and Waco, Texas.

Unlike Verizon, which launched its first 5G network earlier this year as a home broadband replacement, AT&T’s 5G network will be more traditional to mobile wireless networks. The first device for the network will be a 5G mobile hotspot from Netgear called the Nighthawk 5G Mobile Hotspot. AT&T has already announced that it will have two Samsung 5G phones next year as well, one in the first half of the year and one in the second half.

Similar to Verizon, AT&T will have a tempting deal for early adopters of the new technology, offering the hotspot and data for free to “select” consumers and business users for “at least” 90 days.

Facebook Expands Partnership With DoubleVerify
Facebook and DoubleVerify have announced an expansion of their partnership, a development that will provide advertisers with fraud and viewability measurement across Facebook Stories’ video inventory.

Facebook Stories video campaign measurement is now integrated with DoubleVerify’s Pinnacle platform, which lets advertisers analyze their Stories campaigns with all other ad placement types the social network supports, as well as other media buys.

Per DoubleVerify, more than 300 million people use Facebook Stories and Messenger Stories on a daily basis, with Facebook forecasting that sharing through Stories will exceed sharing through the news feed. According to Facebook, it now has more than 40 measurement partners across a variety of capabilities, including marketing mix modeling, viewability, mobile app measurement, reach, attribution, brand lift and sales lift.

Instagram will start telling brands which products users bookmark, which could be used for ad targeting
One year after forming a team to develop shopping specific features, Instagram is now beginning to develop analytics tools that brands could eventually use for ad targeting.

Instagram last month introduced a tool that lets users bookmark products they find on the social network. Now, Instagram is working on an insight tool that will show brands which of their items users are saving, said Layla Amjadi, Instagram product manager. Instagram intends to release this feature within the first half of 2019.

“It’s a difficult thing to maintain all of the products that have piqued your interests across these multiple sites,” Amjadi said in a phone call on Thursday. “That’s a problem that businesses told us they personally have and are excited for us to help them solve within Instagram.” In short, bookmarking a product you see on Instagram could mean that one day you’ll start seeing ads for it. But Facebook hasn’t developed or offered those kinds of ads yet. The analytics tools for brands are the first step.