May 22, 2017 | Business | by Alexian Chiavegato

AdTech Weekly Round Up

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

Google AMP Is Expanding Its Advertising Options

After two years of bringing users content at lightning fast speeds, Google AMP is now trying to do the same for advertisements. Their goal, as Vamsee Jasti, a Google product manager, puts it, is to see “a world where the ads load as fast as content.” This is great news for publishers who are looking for more ways to monetize their content, especially through stand-alone platforms like AMP. One new option given to publishers is the use of video advertisements, which have seen their popularity soar over the past year. Any new options for publishers are great, but they’re even better when they’re on an efficient platform like Google AMP.

Header Bidding On Mobile Devices Is Outpacing Desktops

Mobile header bidding continues to accelerate at a rapid pace. Monetized impression volume rose 12 times year-on-year in the first quarter of 2017. It also accounted for a quarter of all monetized header bidding, up from only seven percent last year. Header bidding gives publishers more options when selling their ad inventory, and they’re starting to take notice. As mobile keeps growing around the globe, header bidding will keep growing with it.

Comcast Launches Their Own Mobile Service

Comcast, the global telecommunications giant, has now stepped into the mobile operator realm. It launched its Xfinity Mobile service to existing cable customers. The service offers pay as you go plans, as well as unlimited plans that run on Verizon’s network. As mobile operators continue to look for a bigger slice of the digital advertising revenue, it will be interesting to see how Comcast’s new service does with consumers.

Google Used Its I/O Conference to Make Some Big Announcements

Google, or its parent company, Alphabet, continues to be one of, if not the biggest players in tech today. It reaches into multiple verticals in tech, from self-driving cars, virtual reality, and of course mobile advertising. Google used its developers conference, Google I/O, to announce what it has in the works. This included updates to the Google Home and the popular Google Photos app, and a new virtual reality headset. It also announced new technologies like VPS, or visual positioning system, which uses your phone’s camera to help you get where you need to go, and Google Lens, which lets users point their mobile device’s camera at anything to get more information.