A look at how last week’s news affects mobile publishers
Last week we talked about what Google’s reported ad blocker could mean for the advertising industry on our blog. Now you can remove “reported” since Google announced last week that the Chrome-based ad blocker is becoming a reality in 2018. As expected, the blocker will only get rid of annoying or intrusive advertisements, and ads that adhere to the standards set out by the Coalition for Better Ads will still be served. “In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018,” said Sridhar Ramaswamy, senior vice president of ads & commerce at Google. If you’re ads don’t adhere to those standards, now is the time to start changing that.
The Internet Trends report put out by Mary Meeker each year is easily one of the most anticipated reports on the calendar. The deck spans 355 slides, and is packed with information for anyone looking to run a publication online. Mary Meeker reports that global Internet users are still growing at a steady rate. The number of users is up to 3.4 billion, up 10 percent from last year and while smartphone adoption has slowed, it’s still growing around the world. While users are spending 28 percent of their time using media on mobile, advertisers are only spending 21 percent of their budget on the same platform. Meeker notes that this equals a $16 billion opportunity for advertisers in the mobile space.
Google’s newest advertising option gives marketers the chance to measure campaigns across multiple devices on YouTube, Doubleclick, and Google Display Network. For now the product only gives users analysis, but Google has plans to let advertisers act on the information within the platform in the future. The service will aim to provide a better experience for advertisers, shying away from traditional cookie based tracking, and moving on to tracking that takes advantage of device and user ID’s. This will in turn provide advertisers a better experience as mobile continues to speed ahead of desktop internet browsing.
This week, Apple will be holding their annual developer’s conference, where consumers and developers alike get to take a peak behind the curtain and see what the Cupertino-based tech goliath has been up to. On the hardware side you can expect to see a new Siri speaker to compete against the Amazon Echo and Google Home. Other possibilities that may be showcased include a new iPad size and updates to Apple’s computer lineup. One of the biggest updates should come on the software side, which could see a new operating system for iPhones and iPads. There could also be changes to some of Apple’s native apps, like iMessage, Apple Music, and even a new payments app.