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Showing posts from February 21, 2019
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Privacy group’s accusations against IAB Europe question ‘the bedrock upon which programmatic is built’

This week a group of privacy advocates took a shot at the Interactive Advertising Bureau (IAB) Europe, claiming that the industry trade group knew in advance that real-time bidding (RTB) was not compatible with Europe’s General Data Protection Regulation (GDPR). IAB Europe vehemently denies the charges.IAB Europe is a non-profit membership organization that provides guidelines and standards for digital marketers. Its Transparency & Consent Framework (TCF) is considered the industry standard for consent collection under GDPR. Open RTB is an IAB Tech Lab protocol through which advertisers bid against each other for impressions.What happened. Johnny Ryan, chief policy & industry relations officer for open-source browser Brave, along with a group of international privacy activists, filed new evidence with data authorities in the UK and Ireland that they say proves that IAB championed RTB for the industry knowing it wasn’t “compatible with consent under GDPR.”  The group also inclu…

Taking your digital advertising in-house? Start with the right people and tech

Transparency and attribution are two topics that continue to end up on marketers’ agendas. Do we have visibility into how ads are performing? Are our ad budgets optimized and driving net-new revenue?Unfortunately, many marketing teams are still left with these questions unanswered. They’ve grown tired of media mark-ups and having their data hidden in a proverbial “black box” by agencies or other players. They want more control over their data and better performance.So it’s no surprise digital marketers are continuing the trend of taking matters into their own hands – specifically, digital advertising. The Association of National Advertisers (ANA) has reported that 78 percent of their members had an in-house agency in 2018, versus 58 percent in 2013 and 42 percent in 2008.Netflix and Target were in-housing pioneers, and Sprint, L’Oreal, Booking.com and Unilever have all reported that in-housing has saved money and helped execute ad campaigns faster. While the benefits are clear, any co…

Verizon Media Group adds 2 native mobile ad features aimed at e-commerce and gaming advertisers

Verizon Media Group (formerly Oath) has rolled out two new features as part of its Moments mobile native ad suite: Touchpoints and Playable ads. The Touchpoints ad units are designed for e-commerce advertisers, offering a shoppable experience for product ads, and the Playable ads — which include an interactive preview of the game without a user having to install — are for game advertisers.Why you should careE-commerce and gaming advertisers running Moments campaigns on the Oaths Ad Platforms will want to take advantage of the new ad features.The Touchpoints ads, part of the Moments suite of e-commerce ad units, are designed to create more engagement with shoppers by letting users tap a pin within an ad to learn more about a product. Advertisers that have been given early access to the feature report a 23 percent lift in return on ad spend and a 35 percent increase in click-through-rates over standard native static ads.The Playable ads give gaming advertisers the ability to run “try-be…

Amazon Advertising + Prime Pantry: What’s the deal for paid search?  

For many consumers, joining Amazon Prime is a no brainer. From free 2-day shipping to unlimited movie and TV streaming, Amazon Prime offers its members tons of benefits that make our lives easier.  Prime Pantry is one such benefit that maximizes convenience and cost savings for consumers. Prime Pantry offers grocery and household items in every day pack sizes (a single box of cereal or a single tube of toothpaste). Amazon ships these items to the consumer in the same box. This means that Amazon can offer free shipping for thousands of lower price point items that typically could not be shipped for free individually. Consumers pay a monthly fee of $5.99 to get unlimited free shipping on Pantry orders, or a flat $5.99 shipping fee on individual orders if you do not order more than once a month. There is also a $6 coupon applied to your order when you add five or more items to your basket. And, Prime Pantry orders of $35 or more also qualify for free shipping.This makes Prime Pantry uniq…

Addressable TV gets a boost as Nielsen buys Sorensen Media

Nielsen announced Thursday that it will acquire Sorensen Media as a step toward providing an end-to-end addressable TV ad delivery solution. The global analytics company also unveiled its Advanced Video Advertising Group, a “technology, product and commercial initiative” focused on the expansion and innovation of addressable TV advertising.Nielsen plans to combine Sorensen Media’s addressable TV platform with its Gracenote automatic content recognition (ACR) technology to “help deliver on the promise of addressable TV advertising.”Last year, Nielsen launched a five-market addressable TV pilot study with several networks to study user experience and impact on broadcast workflow. The company says they will add Sorensen’s technology to the next phase of that test.Why you should careAddressable TV advertising allows marketers to “address” specific consumers with customized advertising messages — nearly 250 million Smart TVs with addressable capabilities are expected in the market by 2023.…

Marketers cautious about influencers’ authenticity, per new survey

Influencer marketing could use some soul searching, a recent survey points out.“The Global State of Influencer Marketing in 2019” [free, registration required], the first such report from social listening platform Talkwalker, queried more than 800 marketing, PR and other digital professionals worldwide through an online form. It showed influencer marketing has a growing fan base among marketers, who are also wary of its pitfalls.Fyre, Payless, Lil Miquela. Recent pitfalls have included the role of influencers in propelling the Frye music festival fiasco in 2017, the duping of fashion influencers in Payless’ fake luxury shoe store event, and the suit against influencer Luke Sabbat for accepting a $60,000 marketing contract to promote Snapchat Spectacles — and then failing to do so.And that’s not even mentioning the bots whose auto-liking and auto-commenting boost the reputation of selected influencers, or the completely AI/computer-generated influencers, like Lil Miquela.These kinds of…

Invest in your best. Send your team to SMX Advanced.

Searching for new ways to inspire, unite, and train your team? Send them to Search Engine Land’s SMX® Advanced, June 3-5 in Seattle.For over a decade, search marketers have flocked to SMX Advanced for the most elite SEO and SEM tactics and invaluable community networking. Teams that attend reap tremendous benefits you just can’t deliver back at the office…Greater unity. Executing successful marketing campaigns requires blending different skills, experiences, and backgrounds. Attending SMX Advanced will equip your team with a common vocabulary and vision of success. Connecting the dots between organic and paid search, content, and cross-channel attribution will become second nature.Fresh perspectives. Not seeing enough ROI? Struggling to get more out of your data? Having a hard time reaching new customers? You’re not alone. At SMX, you’ll connect with seriously smart people who face the same challenges you do — and are ready to exchange ideas and advice on how to overcome them.Elite tr…

Google touts ROI of AMP display ads, adding they perform best on AMP web pages

Display ads created using the open source (Google-led) Accelerated Mobile Pages (AMP) framework perform better on AMP pages than on non-AMP web pages, Google said Wednesday.The company also found that its AMP display ads — which it calls AMPHTML ads — perform better than non-display ads.As of January of 2019, 12 percent of all display ads served by Google are AMPHTML ads.Higher overall ROI. AMPHTML ads provide overall performance benefits and security guarantees, which “translate to better advertiser ROI, publisher revenue and overall better user experience,” said Vamsee Jasti, product manager, AMP Project, Google.AMP ads are built with carefully reviewed open-source code.“As a result, ads written in AMP start performant and stay performant,” Jasti said. “Such a process also drastically reduces the likelihood of AMPHTML ads having code that takes advantage of chipset level vulnerabilities or drain CPU by crypto-mining from users’ devices.”AMPHTML on AMP. Jasti said that AMPHTML ads de…

Facebook offers Android users iOS-like control over background location tracking

Facebook announced that it’s giving users of its Android app more granular control over location data collection. Users will now have more options surrounding use of their location data. Previously Android offered a binary choice for location services and history: on or off.Facebook gives users control of location when not using the app. In contrast to Android, iOS offers three location settings: never, always and while using the app. Facebook’s new background location control makes location on Facebook for Android more like iOS. Users can maintain location services but disallow background data collection when the app isn’t being used.Current user settings to remain. Facebook isn’t changing any settings by default. According to the blog post: “For people who previously chose to turn their Location History setting ‘on,’ the new background location setting is ‘on.’ For people who had turned Location History ‘off’ – or never turned it on in the first place – the new background location s…