January 28, 2019 | by Alexian Chiavegato

AdTech Weekly Roundup

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

Facebook to Integrate WhatsApp, Instagram and Messenger
Facebook reportedly has plans to integrate the messaging services of WhatsApp, Instagram, and Facebook Messenger. All three will remain as standalone apps, but the underlying messaging functions of each will become intertwined.

Work to create a unified messaging infrastructure has begun and expected to be complete by the end of the year or in early 2020, according to the New York Times. Thousands of Facebook staff are said to be working on reconfiguring how WhatsApp, Instagram, and Messenger function.

The plan is believed to be a personal project of Facebook CEO Mark Zuckerberg’s. And he has requested that all the apps incorporate end-to-end encryption to protect messages from being viewed by anyone except those involved in the chat across platforms.

WARC: Mobile ad spend to overtake TV in 2019
Mobile ad spend will surpass TV across 12 markets in 2019, thanks to the boom in programmatic trade.
WARC’s Marketer’s Toolkit shows that 71% of the 800 senior marketing and advertising practitioners surveyed expect a rise in mobile budgets this year, with most money going to Google-owned and Facebook-owned platforms.

It also unveils that nearly two-thirds (62.6%) of all digital display ad spend was automatically traded by machines in 2018, which was worth about USD$71.5 billion, according to Zenith data. This was up from a 35.3% share in 2014, and has trebled since 2013. Paid search and social media on Google and Facebook platforms are programmatic by design.

In 2018, daily consumption of mobile internet has reached three hours and 14 minutes a day, more than double compared to the 2012 measurement. Over 90% of this time was spent in-app, and social networking was the most common activity.

Google Confirms it will Appeal its Recent Fine for Breaching Europe’s Strict New Privacy Rules
Google has confirmed that it will appeal its recent $57 million fine for breaching Europe’s strict new privacy rules, the GDPR.

“We’ve worked hard to create a GDPR consent process for personalized ads that is as transparent and straightforward as possible, based on regulatory guidance and user experience testing,” a Google spokesperson told Business Insider in a statement. “We’re also concerned about the impact of this ruling on publishers, original content creators and tech companies in Europe and beyond. For all these reasons, we’ve now decided to appeal,” the company said.

The fine by the French watchdog is a major test for the privacy rules, which came into effect across Europe last May and gives data regulators the power to impose large fines.

Facebook Finally Opens the Door to Third-Party Brand Safety Measurement
After more than a year in beta, Facebook is letting advertisers use third-party vendors to manage brand safety on its platform.

Facebook is putting a ring on its commitment to brand safety by adding a new badge for brand safety protection companies under its marketing partner program. DoubleVerify and OpenSlate are the first two verification vendors to earn their stripes, both of which developed automated tools to deal with the particularities of Facebook’s proprietary platform. Integral Ad Science is in the process of developing a brand safety solution for Facebook.

Facebook’s approach to brand safety centers on blacklists instead of whitelists, which many buyers prefer. With blacklists, advertisers must decide what to exclude – and that can be a lot of work to maintain.

Condé Nast to Put All Titles behind Paywalls by Year End
Magazine publisher Condé Nast said it would put all its titles behind paywalls by the end of the year, as pressure builds on major publishers to generate more revenue beyond advertising.

Three Condé Nast titles, the New Yorker, Vanity Fair and Wired, already are behind metered paywalls that require consumers to subscribe in order to access more than four articles each month. Now, the company plans to build digital subscription businesses around its other titles, including Vogue, GQ, Bon Appétit and Glamour.

More publishers, from news outlets to digital-media specialists to magazines, are turning to paywalls in response to challenges in their businesses. Condé Nast is searching for ways to revive its growth, as print advertising continues to fade and as competing for digital ad dollars against titans like Alphabet Inc.’s Google and Facebook Inc. is proving tough. Paywalls are a key element of its turnaround plans.