Author: Anne Freier

Amazon announces Transparent Ad Marketplace for cloud-based header bidding

Amazon Publisher Services has officially unveiled a new advertising product that provides a cloud-based, server-side header bidding solution for digital advertisers and app developers. The Transparent Ad Marketplace (TAM) has now been activated in the UK, Germany, Italy, France and Spain. It has been active in the US since December 2016. Some of its core advantages, according to Amazon, are fast loading times as well as simplified navigational features. Set in the cloud, bidders can compete for inventory through a one-time integration. Publishers can also activate outside supply side platforms without needing to adapt their code. As part of its core structure, TAM limits header bids to a single client advertising call. The auction and ad selection both happen inside the cloud. “When we started

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InMobi bolsters mobile header bidding solution through acquisition of AerServ

Mobile advertising network, InMobi, has officially acquired mobile video monetization firm AerServ for $90 million. InMobi plans to create a header bidding solution for mobile apps through the acquisition. The move brings together the two companies’ programmatic exchanges to develop a fairer dynamic for the in-app ecosystem. Publishers have long desired enhanced control features across in-app platforms. In a statement, the company said: “With the addition of AerServ, InMobi effectively emerges as a new gold standard for mobile marketing and advertising in North America and across the globe, including key markets such as China and broader APAC.” Josh Speyer, Chief Executive Officer at AerServ, explained: “We’re excited to join forces with InMobi and grow the mobile advertising and programmatic industry together. Our decision to embark

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Snapchat users aren’t consuming enough publisher content

Snap Inc has a problem. According to new information, the app is much more of a communications messenger and many of its features are still going unused. The Daily Beast analysed five months of daily active user data of the app, which revealed that in-app features such as Snapchat’s Maps, Discover, Memories, Lenses, Audio and Stories aren’t being used all that much. Instead, Snapchat is much more of a chat app. The company recently announced a large redesign of the app, which may address some of these shortcomings. Overall, users were sending personal snaps to friends more often than they posted Stories. In August 2017, users were 64% more likely to send a Snap to friends than post a Story. An average of 34 messages

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Go2mobi reveals Total Control Api for custom mobile programmatic features

Mobile programmatic ad platform, Go2mobi, has revealed the Go2mobi Total Control API. The API lets app developers create custom programmatic features. Users who are looking to develop streamlined workflows or standalone DSP platforms can do so all from within the Total Control API. The platform also provides access to all of the company’s advertising features, including targeting, optimization, deep dive reporting, accelerated development as well as efficient workflows. For interested developers, the company has launched a chart that allows them to compare the features against competitor demand side platform services. The Total Control API provides a real-time bidding infrastructure that can process over a million queries per second. For advertisers, this means that they can automate their campaign creation and optimization, but also track and visualize

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Facebook pulls plug from M AI personal assistant in Messenger app

Facebook is putting an end to its M AI virtual assistant two and half years after the service was first launched. M AI used actual humans to train the technology to say the right things. The text-based virtual assistant was available through Facebook Messenger, but only to a select group of 2,000 people in California. On January 19, the service will be shut down and contractors who worked on the project will receive new assignments. Deemed an ‘experiment’ by the social network, Facebook says that part of the service is living on via M suggestions, which provide automated suggestions on Messenger. In a statement, the company said: “We launched this project to learn what people needed and expected of an assistant, and we learned a

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What creates brand love? Consumers trust brands more if they share at least one mobile touchpoint with them

A majority of US consumers (60%) are creating touchpoints with brands via mobile, according to new research by Oath, the Verizon-owned mobile ad business. The Brand Love Index survey unveils the most important factors that are driving brand affinity among consumers. Based on the analyses of more than 150,000 consumers across 13 countries, the study found that consumers tend to listen to their hearts, but only to a certain point. Indeed, the fact that a product works and how it works are more important than emotions. Among the most important driver for brand love is a brand’s ability to meet and more importantly exceed needs (30%). For brand advertisers that means they should take action in going beyond standard mobile ad units. Immersive Artificial Intelligence

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Snap seems to be working on an Asian Pacific app advertising strategy

Snap Inc seems to be expanding after it launched an office in China last month. The company is now working out its advertising strategy for the East Asian market. Snapchat, however, is still banned in China. The move comes after Snap has faced continued pressure to grow its advertising revenue and turn a profit. By attracting advertisers across the Asian Pacific market, the company plans to do just that. According to a recent job advert, Snap is currently looking for an international strategy manager to head its ad efforts in China. The ad reads: “You will be responsible for developing and implementing our commercial strategy for the Chinese advertising market. Working from either Shenzhen or Beijing, you’ll collaborate with cross-functional teams within Snap, as well

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South Koreans are spending almost a third of their media time using smartphones

South Koreans are spending more than a quarter of their media time using smartphones, according to new research from eMarketer. According to the latest forecast, the research firm expects South Koreans to spend roughly 2 hours a day using their smartphones this year, accounting for 28.6% of their media time each day. Perhaps that’s not surprising given that the country’s smartphone penetration rate will be 74% in 2018. Though back in 2017 this would have made South Korea the leader in mobile media time, it is now being taken over by China by less than 1%. Nevertheless, South Korea has the highest share of daily mobile media time. The latest data also suggests that the country’s smartphone usage will account for over 30% of total

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Sizmek promises full transparency of its mobile advertising

As mobile advertisers continue to allocate their advertising budgets more carefully, Sizmek, the ad technology firm, has promised to offer total transparency over the cost of its ads. The move is inspired to provide clients of the platform with added visibility and control over their media purchases. By addressing common frustrations such as hidden costs, the company is hoping to set new industry standards. Indeed, transparency is a top consideration for a majority of advertisers when considering a change of ad tech provider, according to a survey by Iotec Global. Among the top three transparency concerns for marketers are fraud, viewability and targeting. And there have been plenty of advertising issues over the past year that marketers have become concerned about. Facebook last year admitted that

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Amazon UK with largest mobile search click share

Amazon.co.uk held the largest click share for paid search adverts in the UK during the 2017 holiday season, according to research by AdGooroo, the Kantar Media-owned search marketing intelligence platform. Amazon UK captured 8.8% of mobile’s ad click share and 7.5% of desktop’s click share across popular retail keywords. The analysis of 990 top retail keywords by AdGooroo found that 4,259 marketers sponsored the keywords via mobile search text ads. In comparison, 3,798 advertisers sponsored the same keywords on desktop. However, just seven advertisers managed to generate a click share of more than 1% for both mobile and desktop search text ads. Combined, their share of mobile clicks across the retail keywords was 28% and 26% on desktop. From the table it is evident that

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Shorter video ads are better on mobile, according to Facebook research

With US mobile ad spend estimated to increase to within 10% of TV expenditure this year, its influence on video content consumption is also increasing. Indeed, research has previously highlighted how people now tend to watch TV and use their smartphones at the same time. As mobile and TV devices are blurring the lines of video consumption, Facebook has published new research to offer some guidance for advertisers. The social media company compiled five graphs to illustrate how people view adverts across different formats. The graph highlights different video advertising experiences and how long these formats manage to capture audience attention before skipping or scrolling ahead. The y-axis represents the video sessions, whilst the x-axis represents viewing time. Unsurprisingly, non-skippable formats retain user attention the

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Mobile devices boost paid search advertising spend

Mobile phones are predicted to drive paid search advertising expenditure, contributing 69% to $19 billion in growth by 2022. That’s according to a report from Forrester research which discussed search marketing trends. For many retailers, search ads are a vital tool to drive offline and online sales. The report predicts that mobile is becoming a stronger influencer of offline sales, which are predicted to reach $1.4 trillion in 2021 or 36% of total retail sales. At the same time, US mobile search users are increasing to 243 million by 2022, up from 204.4 million in 2017. The growth represents a rate of around 3.5% annually. The number of US online users who are now conducting mobile searches every week has increased from 38% in 2013

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Video-on-demand subscribers dislike adverts – even personalized ones

Video-on-demand users are no fans of advertising. Two-thirds of adults have been using subscription video-on-demand services such as Netflix, according to a survey of US internet users by IBM Cloud Video. Netflix is the dominant choice among 90% of the surveyed consumers. However, the majority (72.3%) of them do not appreciate video ads and feel that they would reduce the viewing experience. Another 59.9% added that even targeted ads would dampen their viewing experience using streaming services. Just 9.2% thought that personalized ads may improve the viewing experience. The results are potentially bad news for streaming services that are turning to adverts in order to expand their revenue streams. Indeed, not every streaming service will be able to pass on ads. In addition, half of

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Facebook tests cross-posting of Instagram Stories to WhatsApp Status

Facebook is adding a bit of social media to WhatsApp. The company is currently testing how users can post their Instagram Stories directly to WhatsApp as a status update. Originally confirmed by TechCrunch which had been notified by a reader in Brazil, the Instagram Story to be posted as a WhatsApp Status would also be encrypted in line with the messaging apps’ privacy regulations. As of right now, the feature is being tested among a select number of users. Indeed, a Brazilian blog also showcased various Instagram to WhatsApp updates. With over 300 million Stories users, the move further strengthens Instagram platform offering. The app continues to innovate and add new features for users to keep up engagement levels. By sharing Instagram Stories content to

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Fetch counter-sues Uber to demand outstanding payment for mobile ad campaigns

Fetch, the mobile advertising agency owned by Dentsu Aegis, is counter-suing ride-hailing app Uber after the company failed to pay millions of dollars for ad campaigns. Uber originally sued Fetch back in September, claiming that it had been billed for ‘fake’ online ads and citing click fraud as a reason. This, the company states, would have caused ad fraud damages of $50 million. Now, Fetch has fired back and filed the lawsuit with the same California, US, federal court where Uber originally filed its suit against Fetch. The ride-hailing app’s lawsuit alleged that ads had appeared on blacklisted websites such as Breitbart, despite the company asking Fetch to take them down. Fetch supposedly reported these clicks as coming from other websites. Uber dismissed the lawsuit

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Amazon Alexa may start featuring adverts if rumours are true

Amazon is reportedly bringing adverts to its personal assistant Alexa. It appears that the company has already been in talks with large brands such as Clorox and Proctor & Gamble to discuss product promotions through Alexa. Now, the eRetailer is apparently testing a series of advertising formats such as videos and paid search results. Although a spokesperson denied that Amazon would launch ads on Alexa, there have been numerous reports stating otherwise. It’s not a far-fetched idea. After all, brands including Starbucks and Domino’s already have secured a presence on Alexa. For now, they’re just features on the system. For example, you can order a Starbucks cappuccino through Alexa. Amazon Alexa has a strict no-ads policy in place. If the company was to start featuring

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Yeahmobi partners with Forensiq to ensure mobile ad traffic remains fraud-free

Mobile advertising fraud is a growing concern among marketers. Now, Yeahmobi, the mobile ad platform, has partnered with ad fraud detection and prevention engine, Forensiq. “Fraudulent traffic wastes an enormous amount of ad spend. We believe anti-fraud efforts will boost the development of mobile marketing services, said Daisy Wu, VP of International Business and Strategic Partnerships at Yeahmobi. “With Forensiq’s help, Yeahmobi is doing its part to establish a clean and transparent mobile marketing environment.” Although Yeahmobi had previously been able to detect some invalid web traffic, the company needed to ensure its ad clients that its traffic was the highest quality possible. Through the partnership with Forensiq, Yeahmobi has been able to boost traffic quality and make improvements to block fraud sources which Forensiq flagged

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Global programmatic ad market to reach $30 billion in 2025

The worldwide programmatic ad platform market is set to grow at a CAGR of 33.3% between 2017 and 2025, according to research by Persistence Market Research. Whilst the market was evaluated to be worth $1.9 billion in 2016, it is projected to reach $30 billion by 2025. The North American programmatic market will account for $1.6 billion in revenues in 2017, expected to reach $13 billion by 2025. Revenues coming from programmatic mobile video are expected to increase to $8.6 billion by 2025, seeing some of the highest CAGR. This is followed by mobile display. Desktop video ranks as the second largest ad format. The report suggests that this is largely driven by the rise in a mobile-first market as well as demand for sophisticated

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Mobile advertising revenue now makes up 54% of all digital ad revenues

Digital advertising revenue grew 23% during the first half year 2017 to reach $40.1 billion, according to a new IAB report. A whopping 54% of that ad revenue was attributed to mobile ads. A total 253 million Americans were accessing the Internet using a computer or mobile device in June 2017. However, 66% of time online is now coming from mobile devices. At the same time, the IAB report notes a slight dip in total mobile minutes spend online in 2017. Among the most visited properties from any device were Google, Facebook, Yahoo, Microsoft and Amazon. Naturally, advertisers have followed the trend. However, catching on seems to be happening slowly with a slightly uneven distribution of ad revenue going to desktop devices (46%) compared to

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Snapchat eyes mobile ad market in 2018

Snapchat is up to big things in 2018. The popular social messaging app has set its sight on boosting user growth and advertising revenue in the new year. According to reports from Advertising Age, Snapchat is evaluating a more radical move to target ads that would require its users to watch three seconds of a video ad before being able to skip it. Arguably, most users will be used to such mobile video ad types from YouTube. However, it’s in contrast to Snapchat’s current video skipping policy which lets users swipe past them instantly. The problem for Snapchat? Users often skip the ads and do not meet The Media Rating Council’s two-second minimum to be called “viewable” video ads. Snapchat hasn’t had an easy ride

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