AdTech Weekly Roundup

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

IAB Europe Updates GDPR-related Transparency and Consent Guidelines
The European industry association for the online advertising ecosystem has updated GDPR technical specifications in order to help those immersed in the ecosystem to comply with the EU’s data protection laws.

The Transparency & Consent Framework (TCF) was created by IAB Europe, along with IAB Tech Lab, to protect the advertising “value chain” in regards to GDPR. Version 2.0 of TCF offers more transparency and control for both consumers and publishers. It also provides “enhanced accommodation” of GDPR’s legal basis for regulating the processing of personal data. The number of purposes for doing so has been increased to 12 from five.

The original TCF was cited by many as facilitating data breaches, something IAB Europe strongly denies.

Mobile Crowned King of Digital Marketing in UK
The smartphone now accounts for 51 percent of all digital ad spend in the UK. The tipping point for mobile marketing in becoming digital’s biggest channel in the UK is revealed in the latest annual digital ad spend study by IAB UK and PwC.

The same report showed an overall increase of 15 percent for digital advertising in the UK to GBP12.44bn with an increase of GBP1.6bn being spent on the mobile phone. According to IAB UK, these numbers align more effectively with attention as it says the average Brit spent two-thirds of its time online on the smartphone.

Video also gets special mention in the report because it now accounts for 44 percent of what is spent on digital display. For the second year in a row, outstreaming video makes up 57 percent of video advertising budgets.

Snapchat’s Picture Looks Crisp for Now
Snapchat has reported that its daily active user’s number has grown again, a top-line statistic from its earnings report in the WSJ for the first quarter of 2019.

The number of daily active users was reported to be 190 million in Q1, which is up two percent and also topped the analyst predictions of 187 million for the quarter, which would’ve represented a “no change” from the previous quarter. According to the WSJ, the company couldn’t say if the growth was due to its revamped Android app, which is now available globally. But the feeling is the Android redesign plus Snap’s new features, such as gaming and updates in augmented reality, are the impetus for these strong numbers.

The total revenue for the parent company, Snap, was $320 million which was also above Wall Street’s projection of $306 million. Snapchat is still losing money after all the accounting and will still need to come up with new innovations to keep users engaged.

Twitter Shares Climb 16% on Stout Earnings
Twitter is another social media platform that had a strong first quarter of 2019, according to its earnings report published in the WSJ.

Daily users grew to 134 million from the 126 million reported last quarter, which is a six percent jump. Most of the growth is said to be from international markets. Twitter’s user numbers are a fraction of Facebook and smaller than Snap. But analysts are impressed because the company is “doing what it’s supposed to do”— growing revenue and controlling operating expenses.

The net revenue from the first quarter more than tripled from the same period a year ago; from $61 million to $191 million. Total revenue grew 18 percent, from $665 million to $787 million. The WSJ says the positive course of Twitter’s numbers could be the result of efforts to rein in toxic behavior, promote healthy discourse and efforts to make the platform more conversational.

Samsung Delays Foldable Smartphone Launch
The so-called Galaxy Fold smartphone still has some things that need straightening out, according to an article in MediaPost. A much ballyhooed official launch date had been set for April 26 but it has been pushed back by Samsung due to the need for “some further improvements,” according to the company.

Samsung says the screen on the foldable smartphone has been breaking and there have been some other design problems. The problem may be due to some foreign elements getting under the screen and apparently causing some weakening and breakage.

Samsung had put a lot of hopes on the Galaxy Fold as a means of breaking out of a sales slump of their smartphones. The company has predicted its lowest profit on a quarterly basis in over two years.

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