March 18, 2019 | by Alexian Chiavegato

AdTech Weekly Roundup

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

TV Networks Form New Consortium to Advance Targeted Advertising
Top television networks have teamed up to create a technology standard that they say will make it easier for them to sell targeted advertisements, the latest collaborative effort from a historically competitive industry.

Called Project OAR, an acronym for “Open Addressable Ready,” this consortium will work to create and implement watermark technology designed to help TV programmers send targeted ads to people with smart TV sets. For example, one household might see an ad for a Ford Motor Co. truck, while a neighbor watching the same show at the same time might see an ad for a Ford sports car. The group expects to finish work on the watermark technology by next year.

Today, a TV network typically relies on a cable or satellite TV operator to send different ads to households. The watermark would make it easier for the networks to control a greater part of that process, at least for households with internet-enabled TV sets. It is one of many steps that could give the TV networks’ vision of countering digital ad giants like Facebook Inc. and Alphabet Inc.’s Google a chance to reach fruition.

Advertisers Respond to Facebook’s Latest Metrics Tweaks
Facebook rolled out a slew of new updates in how it reports its metrics which are intended to help marketers make better decisions in how they spend their ad dollars.

Key changes include a replacement of Facebook’s so-called “relevance scores” with three new measurements, and a tweak in how many consumers marketers can potentially reach. A campaign’s relevance score is a metric Facebook provides to predict how any given ad may be received by its intended target. Moving forward, relevance scores will now be broken off into three separate categories—1) Quality ranking will inform marketers how their ads perceived quality compares to ads competing for the same audience; 2) Engagement rate ranking will provide an ad’s expected engagement rate compared with ads competing for the same audience; 3) Conversion rate ranking aims to surface insights into what an ad’s expected conversion rate will be when compared with other ads that had the same goal and competed for the same audience, Facebook says.

Relevance scores had been similar to Google’s Quality Score in search, which many agencies use to improve search campaigns. The issue Facebook may be trying to address with this overhaul is that individuals engage very differently through video, images and chats.

Four Emerging Marketing Trends for CMOs
Mobile marketing and advertising are about to change dramatically thanks to the rollout of 5G networks. In fact, because of this transformative technology, there will be 25 billion global IoT connections by 2025, tripling the current number while providing marketers with richer data sets.

That statistic was just one of many intriguing revelations at the recent Mobile World Congress (MWC) in Barcelona, Spain. While the mobile era is definitely here—by the end of 2019, mobile ads will represent 72 percent of all U.S. digital ad spending—it is about to shift directions at breathtaking speed due to 5G. With that in mind, this article describes four emerging, mobile marketing trends CMOs should have their eye on to prepare for the next decade of business.

Gen Z Shifts ‘Car Culture’ To ‘Mobility Culture’
Baby boomers defined American “car culture” — now Gen Z is creating a new “mobility culture” in its place, according to a report.

“The Birth of Mobility Culture,” from Allison+Partners, explores the implications for brand marketers of changing definitions of transportation. Generational values have evolved, says Marcus Gamo, senior vice president and automotive specialty group lead at Allison+Partners. “Values linked to traditional American car culture — what one buys and drives, serving as a direct reflection of one’s self — has morphed into those that place a priority on shared experiences and shared values,” Gamo tells Marketing Daily. “This insight is what led us to uncover the birth of mobility culture, one that Gen Z will grow up in and ultimately drive forward.”

Cars remain at the center of today’s transportation equation, but how they’re used is changing. While roughly 70% of licensed Americans drive their vehicles daily, 38% of those without a driver’s license say they have no need for one, according to the report, which surveyed U.S. consumers in January.

Data privacy bill faces long odds as states, EU move ahead
Lawmakers want to pass a federal data privacy bill before 2020 to put Washington on par with Europe and ahead of several U.S. states. But those efforts could be delayed because of differences between technology companies and Congress over how powerful the law should be and how it should be structured.

A delay in enacting a uniform federal law could leave technology giants and startup app makers trying to meet a latticework of standards set by multiple regulations passed by many states as well as a growing international set of rules being modeled after the European Union’s General Data Protection Regulation, or GDPR. Companies also could be liable for fines and face consumer lawsuits allowed by state laws.

Although most technology companies agree that a strong federal law governing the collection and use of consumers’ data is essential, how to get there is still being debated. At a hearing before the Senate Commerce, Science and Transportation committee last month, trade groups representing technology companies strongly backed a federal law that would pre-empt or override state privacy laws like CCPA. Chairman Roger Wicker, R-Miss., told reporters he would like the legislation to pass before the end of 2019.