Is Google’s unstoppable advertising machine finally running out of steam?

telegraph | July 21, 2019

hen Larry Page and Sergey Brin were first developing their idea for a “hypertextual web search engine”, the two Stanford PhD students appeared dead-set against filling it with adverts. “We expect that advertising funded search engines will be inherently biased towards the advertisers and away from the needs of the consumers,” Page and Brin wrote in the 1998 paper that introduced Google. “Furthermore, advertising income often provides an incentive to provide poor quality search results.” It didn’t take long for them to change their minds. Two years later in 2000 the fledgling search engine began offering advertisers a way to bid against certain search results, a technology it called AdWords.

Spotlight

As you may have read, video has become the preferred form of content that consumers want to see from brands on social. But not all video is created equal - consumers also have different expectations for video, across different platforms.

Spotlight

As you may have read, video has become the preferred form of content that consumers want to see from brands on social. But not all video is created equal - consumers also have different expectations for video, across different platforms.

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Mediavine Rolls Out Native Ad Offering Across ±7,800 Independent Publisher Websites

Mediavine | March 24, 2021

Mediavine, the largest selective full-administration ad management firm in the U.S., carried out its native ad offering across its ±7,800 free publisher sites. While other ad tech organizations offer a native-to-banner-style ad auction, Mediavine's answer is 100% native, from the underlying offer solicitation to the last ad display. The cycle will operate on Mediavine's specially assembled exclusive technology. Mediavine dispatched the prevalent performing native ads—in addition to banner and outstream—with an end goal to accelerate load times, upgrade user engagement, and increase visibility for ads. Measurements already demonstrate the progress to be effective, mirroring an increment in the click-through rate (CTR) and visibility on each site, with multiple occasions the measure of clicks. Mediavine is working with Magnite, the biggest autonomous sell-side advertising stage, to create and scale the company's solution. "Native ads are the next era of advertising, you already see them utilized by big tech companies like Facebook and Instagram," said Eric Hochberger, CEO and Co-Founder of Mediavine. "We are pleased with the initial results of this new streamlined process, which is already yielding an increase in engagement, due to native's modern visual and functional traits." The in-feed native ad offering gives a consistent ad integration with publisher websites and makes an attachment between publisher content and advertisements. In spite of standard banner ads, Mediavine native ads adjust the ad plan with the individual tasteful of every publisher site. Additionally, native ads consider more artistic liberty and are additional time effective for marketers and advertisers the same. "Native is one of the most important growth areas for digital advertising—largely because native units test very well with end-users," said Tom Kershaw, Chief Technology Officer at Magnite. "It's great to see Mediavine putting significant resources behind its native solution to achieve better results for publishers and advertisers. We are continuing to work collaboratively with the Mediavine team to develop programmatic native solutions and standards that achieve high viewability, while enhancing the end user experience." About Mediavine Mediavine is the largest exclusive full-service ad management company in the United States, representing and monetizing ±7,800 publisher partner websites in addition to its owned and operated properties. Mediavine proudly ranks as a Comscore top five lifestyle property with 130 million unique monthly visitors and 17 billion monthly ad impressions. Additionally, Mediavine is an award-winning Google Certified Publishing Partner, Trustworthy Accountability Group (TAG), Ads.txt and GDPR compliant, and is also a member of the Coalition for Better Ads and Prebid.org.

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Meta Calls Out Apple for Anti-Tracking Grievances

Meta, Apple | May 27, 2022

In a memo sent to U.S regulators, Meta called out Apple’s control of the mobile app ecosystem and its advertising restraints. Meta, among many other companies, submitted a response to a request from the National Telecommunications and Information Administration. This request asked for opinions on the competition in the mobile app ecosystem from tech companies and interested parties. Meta’s 19-page memo highlighted grievances with Apple and discussed how tech companies were at war over the future of regulations in Washington. “Despite having some of the most popular apps in the world,” Meta’s letter to the NTIA said, “Meta’s ability to innovate on its products and services and even reach its customers is determined, and in some cases, significantly limited, by the most popular mobile operating systems, such as Apple’s iOS.” Meta has openly opposed Apple ever since it implemented ant-tracking protocols into the mobile app ecosystem. In 2021, Apple’s App Tracking Transparency framework (ATT) created ripples across the mobile ad industry because app developers had to get direct permission from consumers to collect data about their online behavior. Apple implemented these changes to safeguard consumer privacy, but Meta claims that the move was meant to benefit Apple’s business through ad sales and more. Apple has never played a significant role in advertising, but ever since it instituted anti-tracking, it has begun developing its ad tools to serve brands and developers better. “Apple’s ads business has already witnessed ‘explosive growth’ as ATT has hobbled its competitors,” Meta mentioned in its note to the NTIA. “Apple’s ads business has already witnessed ‘explosive growth’ as ATT has hobbled its competitors,” Meta mentioned in its note to the NTIA. In response, an Apple spokesperson said, "Apple believes in vibrant and competitive markets and through the App Store, we’ve helped millions of developers around the world turn their brightest ideas into apps that change the world. Today, third-party apps, including Facebook, Instagram and WhatsApp, are among the most popular apps on the App Store. We have every interest in supporting a robust developer community.” “We believe that a user’s data belongs to them and they should get to decide whether to share their data and with whom,” the spokesperson added. “App Tracking Transparency gives users the choice whether or not they want to allow apps to track them by linking their information with data from third parties for the purpose of advertising, or sharing their information with data brokers. These rules apply equally to all developers, including Apple.” “SKAdNetwork, Apple’s tool for attributing app installations by users who decline to opt in to ‘tracking,’ drastically limits businesses’ access to data they need to measure and optimize the effectiveness of ad campaigns,” Meta wrote. “Among other things, SKAdNetwork does not support ad-creative metrics, provides data on a delayed and highly aggregated basis, and supports only a limited number of ad campaigns. Apple has also made sudden and unannounced changes to SKAdNetwork, rendering it an unreliable basis for ad measurement and optimization,” Meta added in its note. The NTIA is yet to comment on the actions it could take after carefully analyzing the mobile app ecosystem.

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Best Buy Launches New Advertising Business, Best Buy Ads

Best Buy | January 04, 2022

For decades, Best Buy has been helping customers discover, try, and buy some of the most innovative products out there. No one knows consumer technology — and has the deep relationships with the people who buy it — like we do. That’s why we’re excited to announce Best Buy Ads, our new in-house media company that will help shoppers discover products, services, and offers. With our deep customer insights, we will partner with relevant brands in a variety of new and holistic ways, to provide meaningful messages at the right time. We interact with our customers three billion times a year — in our stores, in their homes, and online. These relationships last longer and run deeper than most. Knowing our customers on this level means we can help other brands cut through the clutter with advertising that won’t waste our customers’ time. With Best Buy Ads, we can show more of what interests our customers, when it interests them, and even help them save money. Whether a brand sells products at Best Buy or offers complementary products and solutions our customers need, we can help them reach their audience on our own channels (think BestBuy.com or in-store) and on external sites with a broad portfolio of offerings. We have spent the past few years building a business that can analyze the data from our customer relationships and recommend relevant ways to connect with customers based on cutting-edge data science and analytics. It’s an innovative approach to advertising, in line with the innovative tech we sell. Just what you’d expect from Best Buy. Diversifying an industry, creating equitable opportunities There’s more to Best Buy Ads than connecting brands with shoppers, including an important focus on inclusion and diversity. In the advertising industry alone, according to labor market data, 73% of hires are white. We’ve pledged to do better and, last year, Best Buy unveiled a five-year plan to address underrepresentation and technology inequities as well as create educational and career opportunities for those who need it most. As part of this pledge, we announced that Best Buy will dedicate nearly 10% of its annual media spend to BIPOC media by 2025. With this in mind, and with the help of some of our partners and the Best Buy Foundation, Best Buy Ads is launching an advertising-focused Career Pathways program through our Best Buy Teen Tech Center locations across the country. The goal of this new program is to create opportunities and a pipeline of talented and diverse candidates for future advertising careers. Teens in this program will have access to internships, mentorships with professionals and paid work-based experiences all within the advertising industry.

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