January 14, 2019 | by Alexian Chiavegato

AdTech Weekly Roundup

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

Twitter gives events a boost with new publisher tools
As Twitter continues to look for ways to monetize its platform beyond basic advertising, it is building more tools for businesses that turn Twitter into more of a utility that helps them do their jobs.

Twitter said it’s going to make it easier for publishers to better understand what sort of content is resonating with its readers on the social network through a new kind of analytics dashboard, and, in a separate dashboard, to better track real-time information around events, and especially to track events that are coming up.

Together, the two tools underscore how Twitter continues to plug away at building out a richer experience for organizations that use Twitter not just as part of their marketing but for wider business activities, and simply for getting work done. That directly feeds back into Twitter’s advertising business, of course: The more essential the platform feels to an organization, the more likely they are to spend money on using it.

A New Survey Suggests Amazon will Win Advertising Dollars away from Facebook
Amazon could double its ad revenue among top US ad buyers in the next two years, giving it 12 percent of total digital ad spending in 2020. Meanwhile, Facebook’s main social network platform is expected to lose 3 percentage points of market share in that time.

That’s according to a new Cowen survey of 50 senior US advertising buyers that showed Amazon is expected to gain more digital ad market share by 2020 than any other platform. These ad buyers controlled a total of $14 billion in digital ad budgets in 2018. The investment bank weighted the data so that bigger spenders factored in accordingly.

Ad buyers are mostly pulling their growing Amazon spend from other digital platforms, the survey found.

Google Poised To Prevail In Battle over ‘Right To Be Forgotten’
Google appears poised to win a showdown in Europe over whether the so-called “right to be forgotten” requires censorship of results worldwide.

Maciej Szpunar, an advisor to the highest court in the EU, sided with Google in the fight, arguing that the right to be forgotten should only be enforceable in Europe — not the entire world. The opinion is non-binding, but seen as likely to be followed.

The controversial right to be forgotten was created in 2014, when EU judges ruled that Google (and other search engines) must remove links to embarrassing information about Europeans at their request, after weighing their right to privacy against the public interest in the information. The right to be forgotten doesn’t exist in the United States, where free speech principles protect the right to publish accurate information.

Facebook Recruits UK Fact-checkers to Fight Fake News
Facebook has enlisted the help of a UK fact-checking service to deal with the spread of fake news – the first UK publisher to fact check the validity of content on the social network.

Full Fact, an independent charity setup in 2010, will review images, videos, and articles flagged by users on Facebook and rate the accuracy of the content. The charity says it will only check images, videos, and articles presented as fact-based reporting, with content like satire and opinion being exempt. The charity says it will focus on misinformation that could be damaging to people’s health or safety, or undermine the democratic process. This could be anything from dangerous cancer ‘cures’ to false stories regarding terrorist attacks or fake news about voting.

Users will be told if a story they’ve shared, or are about to share, has been checked by Full Fact. They’ll be given the option to read more about the claim’s source, but won’t be stopped from sharing the content, whatever the accuracy of that content. However, false content will appear lower in news feeds and Facebook will have no control over what is checked.

Advertising Coalition Extends Standards for Better Mobile and Desktop Ads Globally
The Coalition for Better Ads – which includes members such as Google, Facebook, Unilever, P&G, and the IAB – is expanding its mobile and desktop advertising standards to all countries and regions around the world.

The Better Ads Standards were first introduced almost two years ago in North America and Europe. Now, as a result of the Coalition’s research involving more than 66,000 consumers in countries representing 70 per cent of global advertising spending, the standards will be introduced everywhere. The research found that there was an alignment between consumer advertising preferences across all countries and regions, which the Coalition has used to support rolling out the same standards for mobile web and desktop globally.

The Coalition has identified that pop-up ads, prestitial ads, ads with density greater than 30 per cent, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads all fall beneath the Better Ads Standard on mobile web.