August 16, 2017 | Business | by Alexian Chiavegato

AdTech Weekly Round Up

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

Google jumps on the stories bandwagon with a new AMP-based visual format
Google will soon be announcing a new feature called Stamp, a wordplay on AMP and stories, that is very similar to Snapchat’s Discover feed. Stories are becoming an increasingly popular way to consume news. The visual format will feature media companies and will use AMP technology for mobile webpages. This is great news for publishers looking to get their content in front of more readers. Some of the publishing partners for Stamp may include CNN, The Washington Post, and Vox, among others. The Stamp stories will appear directly in Google search results, which could dramatically increase viewability and engagement. The rest of the details remain to be seen, but Stamp might turn out to be very beneficial to Google.

Snapchat returns the favor and copies Facebook to help boost ad revenue
Facebook has been following Snapchat’s lead with story features. Instagram stories even have AR filters now. Snapchat has decided to take a page from its competitor’s book and is launching a Facebook ads Power Editor copycat in an effort to be taken seriously in the adtech industry. Snap Inc. is determined to collect more ad revenue and keep the social media platform alive and thriving. The new feature is called Advanced Mode, and allows advertisers to automate numerous ad campaigns with more design features and access to performance metrics. Snapchat is hoping this new feature will entice advertisers to spend more money. Advanced Mode might help the social media company effectively monetize its audience despite the slow growth of Snapchat.

Facebook says accidental clicks do not count
The “fat fingers” phenomena has been a problem for advertisers. The accidental clicks lead to unnecessary spending with no reward, so Facebook has decided to lend a hand and stop charging for these clicks altogether. If a user bounces back after a click in two seconds or less then the click is deemed to be accidental. These clicks will also be excluded from any metrics provided to the advertisers and publishers. While this is wonderful news for advertisers, publishers are beginning to worry that this may lead to revenue loss. However, Brett Vogel, Product Marketing Manager at Facebook, assuaged concerns by noting that most publishers would not notice any changes.

AT&T is entering the adtech world in order to stay competitive with rival Verizon
AT&T already has access to huge amounts of customer data, but with Time Warner being added to the mix the telco will be sitting on a mountain of data. AT&T is hoping to leverage this information to open up new revenue streams and compete with Verizon. The company has been dabbling in the adtech sphere since 2011, and recently hired an ad platform, Whiz Kid, to head its TV and video ad sector. There is speculation that AT&T will follow down the same road as Verizon with numerous acquisitions in the future.