Mintegral | November 10, 2020
Mobile advertising platform Mintegral has announced that it now supports SKAdNetwork, Apple's official attribution solution, becoming one of the first mobile ad platforms in China to do so. Publishers and developers partnered with Mintegral can still get accurate installation attribution through SKAdNetwork, even after Apple deprecates IDFA. In June this year, Apple announced several new user privacy features at the Worldwide Developers Conference (WWDC), one of which was that starting with iOS 14, app developers will need to obtain explicit user consent before they can access the Identifier for Advertisers (IDFA). The news drew significant reactions from the entire mobile advertising ecosystem. IDFA is a random identifier assigned by Apple to individual devices, just like Google's GAID, which allows advertisers to target and track users' behavior more accurately to measure the effectiveness of their ads and help them decide how to better allocate their advertising budgets. From IDFA being enabled by default, to requiring user consent for iOS 14, Apple's move in its current format is bound to greatly increase the likelihood of users disabling IDFA. Although Apple has delayed its planned privacy changes to IDFA, targeted advertising effectiveness is projected to decrease in the foreseeable future. As a result, an increasing number of mobile advertising platforms are looking for alternative solutions, with SKAdNetwork being generally considered as one of the more optimal alternatives.
IAB Australia | May 24, 2021
The Australian digital advertising market has maintained its high growth rate, rising 25.8% year on year to $2,883 million in the March quarter of 2021. According to the data from the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC, retail advertising is on the rise, while classified advertising is on the rebound, reflecting the general health of the Australian economy and growing customer trust.
“Digital advertising continues apace, and we're seeing a diversification of the spend into a wider spectrum of opportunities through diverse digital offerings,” said Gai Le Roy, CEO of IAB Australia. There is no question that the Australian economy is recovering, but there is still plenty of space for expansion, with hopes that as borders reopen and supply chains improve, both the travel and automobile segments will increase investment in digital advertising.”
All categories saw double-digital growth in the March quarter of 2020, with search and directories up 26.5%, general display up 28.9%, and classifieds up 18.5%.
Although retail advertising has maintained a record share of display advertising investment over the last two quarters, it has continued to expand, now accounting for 16.4% of display advertising investment and leading video advertising investment. Finance advertising has also grown in popularity, and real estate has climbed to the top five industry sectors. Travel advertising has begun to recover as a result of the increase in domestic tourism, with both it and automotive advertising slightly higher than in previous quarters.
Total video advertisement spending dropped marginally to $572 million in the March quarter, following a record $645 million in the December 2020 quarter. Meanwhile, programmatic trading of content publishers' video inventory rose in the March quarter, reaching 61% of total spending, compared to 34% bought through agencies.
As an independent industry association with more than 150 members in Australia and approximately 9,000 globally spanning media owners, publishers, technology providers, agencies, and advertisers, the IAB aims to unite industry stakeholders to develop solutions to market issues and standards that are essential for the operation of digital advertising.
Google | June 15, 2020
Google Ads announced they will be removing certain demographic targeting criteria for advertisers operating in the employment, housing, and credit sectors.
Google Ads announced they are updating their ad policies this week, specifically as it relates to employment, housing, and credit.
While the announcement is short on overly specific detail, here are the initial things we know.
Citing its already-existing ad policies that prohibit targeting and excluding based on sensitive categories, Google will now be adding the following categories to the list. This will impact advertisers in the housing, employment, and credit sectors:
• parental status
• marital status
• zip code
The existing categories that were already globally disallowed from targeting include (but aren’t limited to):
• sexual orientation
• personal hardships
The announcement simply states it will “affect certain types of ads,” but no specifics are named.
Read more: Google declares universal roll-out of their discovery ads offering
Timing of Policy Change
The change will be rolling out in the US and Canada “as soon as possible,” with a commitment to a full implementation by end of year.
Google goes on to say these changes have been in development for some time, in partnership with the U.S. Department of Housing and Urban Development (H.U.D.).
They will also be working to provide advertisers with information about fair housing practices to help them ensure they’re supporting access to housing opportunities.
Google Isn’t the First
This change is probably not surprising to housing, employment, and credit advertisers. Facebook created similar policies a little over a year ago, when their ad targeting changed for the financial sector.
Their new rules meant housing, employment, and credit-related ads could no longer leverage targeting for age, race, or gender.
It came about via settlements with NFHA, ACLU, CWA, and a few others, and included specifically:
• Housing, employment or credit ads can no longer be targeted by age, gender or zip code
• Advertisers offering these services will have limited targeting categories to use
• Facebook would build a tool that will allow users to search for and view all current housing ads in the US
Google notes there will be additional information in the coming weeks.