January 4, 2018 | Mobile Advertising | by Alexian Chiavegato

AdTech Weekly Round Up

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

Programmatic Faces A Turning Point In 2018
In 2018 issues such as transparency, fraud and rising mobile adoption are expected to be addressed and while issues in consolidation and attribution will continue, advancements in payment tracking are expected to enable a breakthrough in end-to-end transparency. According to Jay Friedman, COO at Goodway Group, fraud should decrease and mobile ads will become increasingly expensive as marketers tap into quality inventory. However, attribution woes are not expected to end and it is unlikely that there will be significant consolidation in Supply-Side Platforms (SSPs). Though overall, the industry is poised to make some big leaps in programmatic in the coming year.

Snapchat May Force Users to Watch Three Seconds of Ads Before Skipping
Snapchat is now weighing whether it will force people to sit through three seconds of commercial breaks before offering a skip option on ads. This plan would help solve a flaw in Snapchat’s business: its young users often skip commercial interruptions within less than a second. This would be a bold experiment for Snapchat, since it has traditionally been hyper-sensitive about imposing ads on its audience. Ad prices have dropped since it started selling more ads through its automated ad platform, rather than direct sales deals.

Study Reveals Why Consumers Block Ads On Android Mobile
Free Adblocker Browser, a mobile browser for Android with a built-in ad-block feature, surveyed U.S. consumers on topics related to blocking ads. Findings reveal that nearly 57% believe that ads should be the main source of a publisher’s revenue. Nearly half of those participating in the survey cited pop-up advertisements as the most unfavorable. Non-skippable video ads, auto-play video ads, and banners also irritate mobile users. The surveyed users revealed that their main motivations for installing an adblocker included protecting their phone from viruses and malware, avoiding scams, and shielding their privacy.

Forrester: Marketers Still Struggling To Understand Mobile
According to a Forrester Research study, marketers are facing a steep learning curve when it comes to mobile advertising. Banner ads still prevail, first and last-click attribution remains common, and demographic targeting dwarfs more contextual approaches to personalization. Demographic targeting is still the most common form of ad targeting on mobile, followed by behavioral targeting and search and site retargeting. According to 74% of marketers surveyed, their mobile ad budget is expected to increase in the next year. Forrester projects that U.S. mobile display and social ad spend will grow from $25.5 billion in 2017 to $50.5 billion by 2021.