Author: Anne Freier

PubMatic partners with Sizmek to boost transparent access to premium inventory

PubMatic, the publisher sell-side platform (SSP) just announced a partnership with Sizmek, the mobile buy-side advertising platform, to provide a global supply path optimisation (SPO). AS part of the partnership, Sizmek will include PubMatic among its preferred publisher platforms to consolidate programmatic ad spending and provide agencies and advertisers with more transparent access to premium inventory whilst minimising the risk of fraudulent traffic. Mike Caprio, Chief Growth Officer of Sizmek, explains: “With this partnership, our advertisers experience access to in-demand audiences in brand-safe environments that ultimately improves their return on ad spend.” By partnering, Sizmek advertisers are gaining access to additional impression opportunities. PubMatic’s Fraud-Free Program further ensures that advertisers won’t have to pay for any fraudulent traffic. “Consolidation is inevitable as the ad tech industry

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Instagram launches Focus camera format, mention tags and may let users download their data soon

Instagram has rolled out two new Stories features in an effort to boost engagement among its users. The new Focus camera format lets users take more artistic photos and videos. Meanwhile, users can now tag each other using the @ sign. The Focus camera format can blur image backgrounds and videos before they go live on Stories. It is easy to use and can be found inside the Instagram camera. It resembles a similar Apple camera feature. Among the company’s current camera features are Boomerang for short, looped videos, Superzoom, which lets users zoom in on a video feature. As always, the Focus feature can be modified further by adding stickers and filters to a video or image. However, the roll-out is restricted to the

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Facebook advertising expenditure not taken a hit despite current turmoil

Despite the Cambridge Analytica scandal and subsequent uproar, Facebook’s advertising business may not be taking a significant hit. Indeed, the company’s shares increased 2.7% on Thursday following a session between reporters and Zuckerberg, who said that a #DeleteFacebook campaign and advertisers leaving the platform may not have had a significant impact. Similarly, 4C Insights, the media company, affirmed that spending on its social and mobile platform had increased during the first quarter of 2018. Snapchat was performing strongest for revenue growth at 234% followed by Instagram at 136%. Aaron Goldman, CMO for 4C Insights, explained: “We’re seeing continued strength for Facebook advertising despite the negative headlines. For some time now, marketers in the UK have been actively preparing for GDPR so they are comfortable dealing

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Majority of survey respondents find advertising has become more intrusive

Instead of improving the advertising experience, ads are now perceived to be more intrusive. According to a survey among 1,000 Internet users in the UK, US, Argentina, Australia and Belgium, Kantar Millward Brown found that compared to three years ago, 81% of respondents perceive ads to appear in more places. 74% said that they saw more ads whilst 69% found them to be more intrusive. On a positive, 59% also found that today’s marketing content fitted better across different formats whilst 51% acknowledged that ads were telling better stories. Meanwhile, multi-channel brand advertising is consider to be a positive reminder of a brand (34%), and leaves a better impression (26%). However, it can be irritating according to a quarter of respondents. The survey also noted

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Native digital display ad spend grows 31% in 2018 driven by mobile and social

Native advertising already accounts for more than 50% of all digital display expenditure in the US. Now, eMarketer expects that marketers in North America will be allocating $32.9 billion to native digital display ads, representing an increase of 31% from 2017. The rise is driven by the growth in ads on social networks and mobile devices where native ads dominate. This year, 58.3% of US digital display spend will be allocated to native placements, up 54% since 2017. These tend to more accurately reflect the content they are placed in. Around three-quarters of US native display ad spend is now happening on social adverts. This is attributed to the fact that most social advertising is native. Native advertising is going to be more mobile than

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Mobile data firm Ogury acquires Adincube to boost mediation

Ogury, the mobile data company, has acquired Adincube, the mediation solution for mobile publishers. Through the integration, Ogury hopes to solidify its position as a publisher solution that can accelerate commercial growth. The company uses automation to monetise apps. Adincube has been using artificial intelligence to integrate demand partners without compromising the user experience. Its processes for managing inventory are intuitive and simple. The company provides an unbiased algorithm that predicts earnings from across a range of performance campaigns and converts them to CPM. It then selects the highest yielding ad at the time the impression is served. Publisher advertising revenue is boosted an average 218%. Through the acquisition, Ogury will be offering a fully holistic platform solution that combines its Active Insights, Adincube and

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Charity mobile apps – apply now for the chance to benefit from Yodel Mobile’s mobile app marketing expertise

Ever more charities are joining the mobile revolution and have launched their own apps to engage supporters. Now, Yodel Mobile, the mobile marketing agency, has announced plans to support a selected charity mobile app by offering a free support service. In a much welcome move, the agency pledged to provide free support to one charity for an entire 12 months through its team of mobile and app marketing experts. By making its resources available free of charge, the company will be supporting a much deserving cause. Yodel Mobile acknowledges that the expertise required to successfully market an app can be both expensive and time-consuming. For many charities this can be daunting task, however, one that is vital in order to secure future donations and keep

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Ooyala launches new video content and monetisation platform

Software company, Ooyala, recently launched its new Ooyala Flex Media Platform, a video production and delivery platform that makes it simpler to streamline processes including video content management, curation, publishing, analyses and monetisation. The content supply chain optimisation platform taps into Ooyala’s experience cloud-based solutions. At the same time, it helps clients to minimise their costs and complexity of content creation and distribution. The platform was created specifically for media content owners and production companies, says Ooyala. Workflows can be customised, integrated with third party tools to gain expanded insights and boost the experience for the end consumer. “We are solving one of the media industry’s biggest pain points – how to get the most engaging content to market faster at a lower cost,” said

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AdColony axes more jobs to improve business performance

Mobile video advertising company, AdColony, last week axed some additional executive position in order to help scale the business. At least five roles within product management, growth and publishing were cut in the US, according to reports from Adexchanger. Tim O’Neill, the company’s VP of performance was let go on Monday and his position eliminated. The move follows cuts to the company’s programmatic and advertising sales team in 2017. The company denied that it was preparing for a sale, and instead, was focused on boosting profitability. In addition, AdColony remains committed to its app install and mobile performance advertising business. With profitability for 2018 projected to be based on EBITDA, the layoff round may be contributing. “There have been a lot of changes at the

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Facebook tightens verification rules for political or hot topic advertising

Facebook now requires advertisers trying to purchase political adverts on hotly debated topics to verify their identity as well as location. The company is jumping ahead of the upcoming implementation of the Honest Ads Act which has been proposed by the government to regulate social media advertising and avoid fake news as well as election interference. Pages that turn out to be fraudulent or may be working to influence foreign elections will be blocked from posting ads or news. Although the company announced back in October that it would seek identification from election advertisers, the latest implementations will apply to a much wider range of topics and advertisers. The network thus is also targeting fraudulent ads and fake news stories. The move follows sharp criticism

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Majority of consumers consider personalised mobile adverts creepy

Brands and advertisers are actively working to make the consumer experience more personal. However, according to a new report from InMoment, the customer experience intelligence company, personalisation can quickly turn ‘creepy’. A survey of 2,000 consumers and 1,000 brands highlights that 75% of consumers find most forms of personalisation at least somewhat ‘unpleasant’ or ‘uneasy’. Meanwhile, 40% of brands said they were aware of being creepy in dealing with consumers’ personal information. That includes tracking the items they purchase or following their store visits after a website search. Consumers are well tuned toward brand and advertising information, and know when a brand is asking for too much personal information. Although 49% of consumers would not take any action when being creeped out, 22% would leave

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S4M powers foot traffic measurement for mobile advertising campaigns

S4M, the mobile native advertising technology company, has launched a new data partnership to boost foot traffic measurement options for its drive-to-store campaigns. Together with mobile ad company, adsquare, FUSIO (S4M’s platform) users can now receive updates each hour on store visits that have been generated by a mobile campaign. The integration also means that marketers can optimise their budgets according to the parameters which perform the best, thus improving on mobile ad impressions. “We are committed to impartial measurements and transparency for our platform, FUSIO by S4M. To achieve this, we continue to seek out strategic third-party measurement integrations with reliable industry actors,” explained Christophe Collet, CEO of S4M. “This partnership with adsquare and their store visit metrics adds to our growing list of

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Week in Review – YouTube launches new Trueview pricing, HQ Trivia shows how event-based mobile ads work

The big players YouTube has launched a new option for advertisers to buy video ads that viewers can skip after 5 seconds. Google has launched TrueView for Reach which follows a cost per thousand views pricing model. Snapchat has launched a couple of new features this week, including Mentions and group video chats. The new group video tool lets users engage in video conversation with up to 16 other friends. For those popular kids with even more friends, Snap offers voice calls that can be picked up among 32 users. Software company Adobe has announced an initiative to help guide marketers in using its creative software as part of its upcoming Adobe Summit. Called the ‘Experience League’, the effort is a core theme for this year’s

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Pinterest grows number of business advertisers and expands Promoted Pins options

Pinterest continues to grow the number of businesses it is now connecting with consumers on the platform. It just announced a milestone of 1.5 million small businesses reaching consumers on the site each month as part of its one-year anniversary of Pinterest Propel, the ad programme that offers support and creative strategies for advertisers. The company said that small and medium sized business advertising had grown 50% year-on-year. Additionally, the company announced that it was launching its “Promote” button for Australia, Canada, Ireland, New Zealand and the UK. The promoted pins option is currently only available in the US. To bolster its advertising business even further, the company has hired Matt Hogle as global head of small business. He will be overseeing the new programme

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TripleLift launches feature for data-driven content strategies for mobile advertisers

TripleLift, the native ad platform, just launched a new programmatic branded content solution – ContentDial. The feature informs and scales data-based content strategies for brands and advertisers that are working with multiple publishers and across various social networks. Jason Kleinman, GM of Branded Content at TripleLift, explained: ”With ContentDial, marketers experience all of branded content’s benefits and, now, they can do so at scale and programmatically. Publishers gain a new revenue stream as branded content efforts are executed across more websites than they have been in the past.” ContentDial has been tested by marketers at finance technology firm Stash during its beta testing. They used the feature to target millennials across publishers The Daily Dot and Thought Catalog. The solution created customised content to fit

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TabMo launches ‘Branding to Store’ solution in collaboration with Adsquare

TabMo, the mobile creative demand side platform (DSP), this week launched its ‘Branding to Store’ mobile ad solution that combines mobile ad creative automation with real-time ROI measurement for campaigns. In a nutshell, the solution is a drive-to-store ad format that can measure the resulting uplift in footfall traffic in real-time. The feature will be available as part of the company’s self-service creative DSP, Hawk. It is offered in partnership with mobile data exchange Adsquare, which will be analysing the organic store visits that are a consequence of the mobile ad. But the feature also provides a new experience for the consumer. Once they engage with an ad, the rich media format can include features such as GPS map that shows them the fastest route

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Money goes mobile: men are more expensive to acquire than women on finance apps

With more people than ever before managing their money using their smartphones, mobile finance app adoption is thriving. According to a new report from mobile app company Liftoff, 4 in 10 smartphone owners are now using their mobile devices for finance activities. The cost of acquiring finance app users however is considerably higher than for other app types. Liftoff says it costs $6.58 to acquire a finance app user compared to $3.56 for other app types. At the same time install rates are almost one third. However, male users cost 30.4% more to acquire than females. At the same time, install-to-register rates for women are generally lower (23.2%) compared to men (35%) signalling more engagement from male users. The gender gap is partially due to

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Live game app HQ Trivia shows how event-based advertising works on mobile

HQ Trivia, the live trivia app that lets users play for real money from their mobile devices, has just turned on the advertising pipeline. Until now, the app which lets users play against each other in answering multiple choice questions to share a cash prize at the end, had been ad-free. A typical nightly round of HQ Trivia attracts an average one million players. Naturally, the success and high engagement rates of the app has attracted advertisers. The first two advertisers to join HQ Trivia were Nike and Warner Bros. Pictures. Both companies sponsored a massive grant ($100,000 Nike, $250,000 Warner). Sponsored messages were shown in the app’s “lobby” where players typically await the start of the game. Questions during each sponsored game round were

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Adsquare expands mobile data exchange platform in APAC focusing on Singapore

Following the successful launch of its US business, mobile data exchange Adsquare has set its sights on the Asia Pacific (APAC) region. Today, the company announced that it will be focusing on expanding its operations in Singapore. Adsquare now has offices in New York, London, Madrid, Paris and Berlin. Additionally, the company plans to expand its focus into Hong Kong, Japan, Taiwan, South Korea and Australia in the next few months. The company noted that its self-service Audience Management Platform had grown 400% in revenue in 2017. The platform now has over 2,500 active users across 12 markets. Tom Laband, CEO and co-founder of adsquare explained: “After the sweeping success of adsquare growing in the US in 2017, we’re heading off to expand our business in

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YouTube launches new pricing model based on reach for Trueview skippable ads

YouTube has launched a new option for advertisers to buy video ads that viewers can skip after 5 seconds. Through the company’s traditional TrueView in-stream ads, advertisers are paying for clips if users watch them to the end or they click on the ad. Now, Google has launched TrueView for Reach which follows a cost per thousand views pricing model. That means advertisers are able to boost consumer awareness of their products whilst YouTube guarantees 95% viewability. The ads can also be skipped after 5 seconds and are recommended for shorter ads of up to 15 seconds. According to initial beta testing, TrueView for Reach resulted in an average 20% lift in ad recall for 90% of tested campaigns. Samsung which beta tested the format

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