June 3, 2019 | by Alexian Chiavegato

AdTech Weekly Roundup

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

eMarketer Reduces US Time Spent Estimates for Facebook and Snapchat
The average amount of time spent on Facebook by adult users in the U.S. dropped by three minutes last year, according to a recent eMarketer forecast. And the marketing firm says that time will not change in 2019.

eMarketer surmises that Facebook’s attempts last year to discourage passive consumption of content (videos primarily) has lessened engagement for the social media giant. The firm says adult users from the U.S. will spend an average of 38 minutes per day on the platform (all devices). eMarketer also predicts that average daily usage will drop to 37 minutes in 2020.

The research also shows time spent on Snapchat has leveled off. But user time spent on Instagram is still growing.

Germany’s Biggest Publisher Sales Houses Unite to Fight the ‘Big Three’
The market power of the three major tech platforms will be getting a test as four major German publishing groups have announced they are collaborating to take on Google, Facebook and Amazon.

The solidified advertising alliance will be made up of Axel Springer and Funke Mediengruppe’s joint sales house, Media Impact, along with the joint sales house of fellow publishing juggernauts RTL Group and Gruner+Jahr. The combined inventory of all four groups will be sold together.

The group’s bigger news titles include Bild, Welt, Business Insider and magazine portfolios including Die Aktuelle. According to Germany’s industry online measurement body AGOF, the alliance will have a combined 50 million monthly unique users in Germany. For comparison’s sake, Facebook has approximately 40 million monthly unique users in Germany.

Facebook is Bringing in-app Ads to WhatsApp
Facebook has announced that next year it will be bringing in-app ads to WhatsApp. The company said the full screen ads will pop up within WhatsApp “statuses” (similar to Instagram). And users can swipe up to be directed to an embedded link with information about the ad.

This is a change in policy for Facebook, which said WhatsApp would remain “add free” when it purchased the messaging app in 2014. But with more than 1.5 billion users now, Facebook is a bit keener on advertising for WhatsApp.

According to an internal document, there will be three different ad features to get users to communicate with businesses.

Online Regulation Plans will Hurt UK Tech Sector, Warns Internet Giants Group
The lobbying group representing all of the major tech giants is telling the UK its plans to regulate social media and tech firms could harm the country’s tech sector.

The primary reason cited by the group—the government’s plans to take on harmful content, fake news, and cyberbullying aren’t clear enough. The group (the Internet Association) also says small business could be hurt the most by the uncertainty.

In particular, the IA doesn’t like the term “duty of care” which the regulations say would be mandatory and an independent regulator would be tasked with policing Internet companies and issuing fines or bans. The IA believes this would be “unmanageable” in practice.

GDPR’s FIrst Year: 54 Investigations Opened into Data Compliance
In a check of the GDPR compliance scoreboard after its first year of existence, Ireland’s Data Protection Commission said the data protection and privacy platform has received a total of 6,624 complaints.

The DPC said GDPR was alerted to 5,818 data-security breaches, while more than 48,000 contacts were received through the DPC’s Information and Assessment Unit. As for actual investigations, the DPC said a total of 54 were opened—35 were described as non-cross border and 19 were cross-border, taking a look at multinational technology companies and their compliance. The BBC is reporting that a number of the cross-border investigations are targeting U.S. tech giants, such as Facebook, Twitter, and LinkedIn.