RETARGETING

Apple Likely to Limit Signals for Ad Targeting and Measurement

Apple | June 07, 2022

Ad Targeting and Measurement
The marketing community expects tougher policy enforcement in programs like Private Realy, Apple’s way of hiding IP addresses which are internet signals that marketers use to track consumers across the web. Apple might create even more opportunities for its ad business. Developers will have to go through Apple to run effective campaigns on its devices.

“The likelihood is pretty high that Apple is going to announce something around Private Relay being always on,” said Charles Manning, CEO of mobile ad measurement firm Kochava.

“The likelihood is pretty high that Apple is going to announce something around Private Relay being always on,” said Charles Manning, CEO of mobile ad measurement firm Kochava.

“Turning it on for everything by default,” Paparo said, “makes IP addresses useless for advertising purposes, and they are widely used right now,” said Ari Paparo, CEO of Marketecture Media.

“I wouldn’t say it’s a significant amount of traffic, but we’re seeing an increase in users running that Private Relay,” said Eric Hochberger, CEO of Mediavine, an ad management platform that works with publishers. “That’s the end of a lot of fingerprinting, a lot of household matching, and it’s going to end a lot of things that advertisers have come to rely on.”

If an advertiser links its own ID to a particular device, it could keep targeting ads. However, Apple has a policy against fingerprinting but no way of enforcing it, based on marketing tech experts. Private Relay could be Apple’s way of enforcement so that it cuts data at the source because it hides IP addresses.

Private Relay was launched in 2021 but was reserved for iCloud subscribers making those users’ IP addresses private whenever they visited websites on Safari. Interestingly, more traffic comes from users using Private Relay, and the anonymity lowers the interest in advertisers because they cannot efficiently target ads to those visitors.

These changes may disrupt the mobile marketing ecosystem posing a challenge for the largest internet ad companies such as Snap, Meta, Twitter and TikTok to generate revenue from their apps. Meta has been vocal about Apple’s policy changes and how they affect its business.

Spotlight

Back in the 1870s, US department store pioneer, John Wanamaker, lamented, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” In today’s increasingly global market, this is no longer a problem. Every successful marketing agent knows that leveraging pay-per-click (PPC) advertising is the key to controlling costs. This unique form of marketing makes it easy to budget advertising dollars and track return on investment (ROI) while attracting traffic to your Web site and qualified leads and sales to your business. Compared with other traditional forms of advertising, paid search marketing, or PPC is far and away the most cost-effective.

Spotlight

Back in the 1870s, US department store pioneer, John Wanamaker, lamented, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” In today’s increasingly global market, this is no longer a problem. Every successful marketing agent knows that leveraging pay-per-click (PPC) advertising is the key to controlling costs. This unique form of marketing makes it easy to budget advertising dollars and track return on investment (ROI) while attracting traffic to your Web site and qualified leads and sales to your business. Compared with other traditional forms of advertising, paid search marketing, or PPC is far and away the most cost-effective.

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SOCIAL MEDIA ADVERTISING

Sheryl Sandberg Resigns From Meta

Facebook, Meta | June 02, 2022

On June 1, Sheryl Sandberg’s journey with Facebook (now Meta) came to an end. The longtime second-in-command at Meta stepped down as the chief operating officer. She leaves behind a complicated legacy. Javier Olivan, Meta’s chief growth officer, will now fill in her big shoes. Sandberg made a post on Facebook to make her resignation official. “When I took this job in 2008, I hoped I would be in this role for five years,” Sandberg wrote. “Fourteen years later, it is time for me to write the next chapter of my life. I am not entirely sure what the future will bring—I have learned no one ever is.” “When I took this job in 2008, I hoped I would be in this role for five years,” Sandberg wrote. “Fourteen years later, it is time for me to write the next chapter of my life. I am not entirely sure what the future will bring—I have learned no one ever is.” Since Sandberg joined Meta, it transformed from an almost no ad revenue platform to an advertising giant. In 2021, Meta brought in a whopping $115 billion in revenue through advertising. In addition, it has a portfolio of apps that reach 3.6 billion people in a month. Sandberg joined when the company was still just Facebook but brought in Instagram in 2012 and went public. It now owns Messenger and WhatsApp. Sandberg will remain on the Board of Directors, Mark Zuckerberg said in a Facebook post on Wednesday. "You've architected our ads business, hired great people, forged our management culture, and taught me how to run a company," he added. Talking about Javier Olivan, Zuckerberg said, “Javi will become our next Chief Operating Officer since he will now lead our integrated ads and business products in addition to continuing to lead our infrastructure, integrity, analytics, marketing, corporate development and growth teams. But this role will be different from what Sheryl has done. It will be a more traditional COO role where Javi will be focused internally and operationally, building on his strong track record of making our execution more efficient and rigorous.”

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MOBILE ADVERTISING

Adverty Launches Industry-first Streaming Video Technology for In-Play Ads

Adverty | July 15, 2022

Adverty AB today (July 14th, 2022) unveils a global partnership with Swedish technology company SeenThis; the partnership enables streamed video advertising to be delivered into live-gaming environments for the first time. The groundbreaking collaboration will allow advertisers to stream video creative programmatically through their preferred DSPs into Adverty’s gaming inventory of IAB standard display banners, setting a new standard for immersive, smooth, high-quality, in-game video advertising. Demand for video advertising formats shows no sign of abating. In the USA alone, digital video advertising spend surged 49% in 2021 and is expected to reach nearly USD $50bn (£42.2bn) this year, with other markets seeing growth on a similar scale. By streaming rather than using traditional technology, Adverty and SeenThis create lightweight, crystal-clear video advertising placements in contextually appropriate positions through In-Play™ ads - from billboards to bus shelters - within a wide range of games, driving optimal engagement and performance. Jonas Söderqvist, CEO at Adverty comments: “At a time when programmatic video advertising continues to explode, we are delighted to announce our global partnership with SeenThis to bring video ads to in-game advertising." Jonas Söderqvist, CEO at Adverty comments: “At a time when programmatic video advertising continues to explode, we are delighted to announce our global partnership with SeenThis to bring video ads to in-game advertising. This industry-first streaming solution is incredibly data-light and allows short, snappy content to be shared with ultimate flexibility. This adds significantly to the immersive quality of our leading in-game environments, with smooth, high-quality, fast-rendering video ad units now available across all our formats.” Jesper Benon, CEO at SeenThis, adds: “Through our streaming technology, we’re speeding up and evolving the digital media landscape to set a new standard for content delivery online. SeenThis’s groundbreaking screen experience enables advertisers to stream high-quality video creative in display across the programmatic ecosystem - at speed and at scale - thereby delivering highly engaging experiences. This marks the first time that SeenThis streaming video is used in-game and we are delighted to see Adverty's ad platform fully supporting our state-of-art video technology.” This new format will allow brands investing in video to place short-form videos of between six and 15 seconds, as seen on platforms such as TikTok, Instagram, Facebook, and YouTube, into games where they find captive, engaged, and often hard-to-reach audiences. With over 3 billion gamers worldwide, more and more brands are opting to implement in-game advertising - with increasingly sophisticated ads yielding impressive results at a time when such opportunities are coming to be regarded as central for future innovations within the Metaverse.

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AD TECH AND MARTECH

Streaming TV reached a record high in April-Nielsen

Nielsen | May 23, 2022

Nielsen's monthly total TV viewing snapshot, The Guage, reported April as another month of high records for streaming. Streaming captured 30.4% of full TV viewing and surpassed its previous record of 29.7% set in March 2022. While overall TV viewership fell by 2.1% in March, streaming volume remained nearly unchanged, helping to boost its share by over 0.6%. Even though Netflix said it lost 200,000 subscribers in the first quarter, which sent its shares into a tailspin, its share price stayed at 6.6%. YouTube had a 6.1 %, which is up from a 6.0 %. Hulu had a 3.3 %, which stayed the same. Amazon Prime Video had a 2.5 %, up from 2.3%, and Disney Plus had a 1.7 %, which is down from 1.8 %. Other streamers had 9.2% of the market, less than the 9.8% they had before. Nielsen said that a significant drop in sports viewing and the end of seasons and series of dramas hurt the share of broadcast. With the NBA playoffs and the final games of the Final Four, people were watching sports on cable. However, 16.9% fewer people watched cable news. The Gauge also showed that HBO Max reached a 1% share of streaming for the first time. This achievement allowed it to move out of the "Other Streaming" category and join other streaming services that have already passed the 1% share mark. The "Other Streaming" category, which includes all high-bandwidth video streaming on TV that isn't broken out separately, has grown by more than two share points since The Gauge was first released in May 2021. According to Nielsen's State of Play report, this category's steady growth shows that audiences are becoming more interested in the growing number of streaming platforms. The Gauge, the monthly total TV viewing snapshot from Nielsen - April 2022

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