May 15, 2017 | Business | by Alexian Chiavegato

AdTech Weekly Roundup

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

Online Tech Giants Are Overtaking Television Companies as Biggest Ad Sellers

Google and Facebook continue to dominate the advertising market, as the companies separate themselves from traditional media powers. Combined, the two account for 20 percent of global advertising expenditures in 2016. Google has pulled away from the pack, making $79.4 billion in ad revenue last year, with Facebook a distant second at $26.9 billion. The highest-ranking company in the old guard, Comcast, made only $12.9 billion in advertising revenue. These numbers come as the Internet is set to eclipse television for the first time in advertising revenue this year.

Instagram Opens up Its App on the Mobile Web

Instagram provided a big upgrade to its mobile website last week, adding more features to the stripped-down version of the app. Users can now share photos and take advantage of the “explore” tab inside their mobile browsers. This allows users from around the globe to interact with Instagram, even if their networks aren’t fast enough to download the app, or their phones don’t have enough storage for it. Instagram’s upgrade puts it on par with other social networks like Facebook and Twitter with effective, simple mobile websites for users around the globe.

Facebook Makes a Move to Shut Down “Low Quality” Sites

Facebook is now making another move to cut down on misleading news sources, as it has promised to slash the number of sites on user News Feeds that offer a “low quality” experience. This new change to Facebook’s algorithm will target sites that post clickbait articles or fake news pieces. Facebook warned that sites with explicit or malicious advertisements could be penalized under the new rule. It has been constantly battling the scourge of misleading stories, and this is another step to help create a better user experience. Facebook added that sites offering quality content might even see a bump in traffic as this change goes into effect.

Mashable Makes Bet on Mobile Video

Like most things mobile, video continues to grow rapidly on the small screen. Publishers have taken notice, and more and more video has been shot vertically, making it a perfect fit for a mobile device. Mashable, a media company aimed at the “connected generation,” is the latest company to make the move to mobile-friendly video with an ad product it calls “Reels.” Mashable knows that its audience is consuming most of their content on smartphones, and it plans to make video that follows suit. Reels is also native to the mobile web, so there’s no need to download an app. Users can go straight to the site and start watching video made for them and their favorite devices.