July 10, 2017 | Apple | by Alexian Chiavegato

AdTech Weekly Round Up

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

Apple News Apparently Sees the Light; Will Let Publishers Use Own Tech to Fill Ads

According to AdvertisingAge, Apple News is changing course and will let up on the vice grip it had put on ad delivery within the popular news app. Despite its popularity, the app had become a “black hole when it comes to revenue” being produced, according to several unnamed publishers. Displeasure was also expressed about the extra effort it took to set up Apple News campaigns. Publishers will now be able to use their own ad tech to fill space on Apple news. Apple is also apparently noodling other “money-making” avenues for publishers.

Snapchat Launches “Paperclip” Linkage to Websites

Adweek brings good news for publishers, a new way to link to websites. The “paperclip” feature gives Snapchat something that rival Instagram doesn’t really have, a way to attach a link to a Snap before it’s shared. This option is described as a boon for marketers seeking more organic traffic. And media companies now have a way to direct users to their actual websites.

Augmented Reality and a Whole New World of “Show and Tell” for Mobile Marketers

An interesting Q and A in PocketGamer.biz and much of the discussion is about mobile augmented reality for marketing. A top developer for an AR mobile platform uses a new ‘ghost hunting” game as an example of what AR could bring to the table for marketing: it is “all about narrative, personalization and building a future in which meaningfully entertaining moments connect consumers to brands.” Peter Wittig, Motive.io’s senior developer and co-founder, pointed to the possibilities of marketers’ having an effective AR editor. He said instead of using PowerPoint, they could take a client outside for a quick walk around and show “what this thing can do.”

Artificial Intelligence is Smart Enough to Set up Shop in Canada

Another example of the overall friendly demeanor of The United States’ neighbors to the north paying off. Google’s London-based Deep Mind is branching out to Canada in order to launch another team for its research on artificial intelligence. An article in Recode provides its analysis on the top two reasons why. Both have to do with history. A history of AI research at the University of Alberta and a rich Canadian history of funding AI research.