Narrative: Advertising Sustainability
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Narrative: Advertising Sustainability (Jan 9, 2017)
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Spotify Wants to Rival Facebook and Google in Advertising (Aug 17, 2017)
Business Insider reports that Google has been working with a number of big publishers to detect and combat a form of ad fraud known as spoofing, where ad inventory purporting to be available on a major site is in fact merely offering space on little visited sites spoofing those domains. It’s apparently found that there’s lots of this activity going on, and at the same time is pushing an industry standard called ads.txt which aims to get each publisher to host a text file listing the ad exchanges with which it’s working and thereby make it easier to establish which inventory is legitimate and which isn’t. Ad fraud in various forms is one of several big issues which threaten to undermine the online ad industry, along with viewability and measurement issues, ads showing up against the wrong content, and so on. Cutting down on spoofing would go some way to reducing at least this one form of ad fraud.
via Business Insider
Business Insider reports that Snapchat is looking to beef up its ad tech capabilities and has had discussions with AdRoll as a possible candidate, though those talks seem to have ended at this point. This goes to the heart of one of the big weaknesses Snapchat still has as an advertising platform, namely its inability to give advertisers the insights they want into how their ads are performing or the impact they’re having. That, combined with the lack of user growth, means Snap’s future growth prospects are challenged, and that in turn explains the recent hit to the stock price. The right acquisition (or several) in this space would help change that, but many of the best assets in the market have long since been snapped up (or developed internally) by the major players, so the pickings will be slim and the benefits of an acquisition less than they might once have been.
via Business Insider