DIAL: Digital Innovations Awesome List (September 2018)

Keeping up with the trade pubs and latest trends in the ad tech world can be tough and time-consuming. We took it upon ourselves to declutter the space, and compiled a list of articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy the latest list for September 2018 below!

 

In-house Agencies on Rise as Advertisers Seek Services Closer to Home [3-minute read]

According to a new study from Forrester, benefits ranging from knowledge of the brand and business to speed and cost-effectiveness—the number of advertisers with in-house agencies has increased to 64% from 42% a decade ago. The majority of the respondents claimed that an uptick in internal agencies does not pose a threat to external agencies.

Google Tracks location data even when users turn service off [2-minute read]

The Associated Press found that Google’s smartphone services store user location even when privacy settings designate the feature off. Although Google halts tracking services when sharing location with apps, it doesn’t prevent collection with Google-specific products like Google Maps where it instantaneously grabs user location when the app is opened. This conflicts with Google’s official messages on how user location history is supposed to be entirely opt-in and changeable at any time; the fallout from the findings will continue to develop (and include a class-action complaint).

Mobile apps are Stalling on the Way to GDPR Compliance [5-minute read]

The GDPR deadline was this past May, but many mobile apps have struggled to become compliant. Read more detail on what that looks like, and how some are managing the data they’ve collected, as well as 3^rd party data via SDK partnerships to meet GDPR compliance standards.

Under GDPR, Publishers Are Adopting CMPs For Fear Of Losing Out On Ad Revenue [3-minute read]

More publishers are feeling a need to adopt CMPs – consent management platforms to be compliant with GDPR. While many publishers have built their own CMP, some worry that implementing them could cause a drop in personalized advertising.

Are Targeted Ads Stalking You? [6-minute read]

NYTimes highlights the prevalence of stalkers ads while sharing some tips and tricks on how digital consumers can avoid them. The article highlights the well-established retargeting ad for digital media professionals and the generally observant web user alike. Advertisers need to be judicious in the use of retargeted ads by limiting the number of exposures to any user (frequency capping) and the number of days that a user should be exposed to minimize concerns of feeling stalked. Not doing so will not only upset users and knock down performance, but can also lead to increased adoption of ad blockers, which eMarketer estimates to be utilized by 1/4 of all US internet users.

Bundle Up!: Traditional TV Providers Offer OTT Packages to Head Off Subscriber Freeze [5-minute read]

Traditional TV providers have little choice but to quickly find desirable alternatives as the rise of cord cutters outpaces earlier projections –a 32.8% increase, with 33 million individuals no longer paying for traditional cable or satellite. This report highlights a number of critical stats on TV and OTT consumption trends including a sharp decline in paid TV viewership, which is expected to decrease by nearly 4% down to 186.7 million in 2018. In response to an accelerating population of cord cutters, traditional TV providers are seeking to retain their customers by partnering with OTT video services like Netflix, though it is too soon to tell if Pay TV-OTT partnerships will be effective in reducing the current pace of subscriber churn.

Audience for Connected TV Grows, but Ad Spending Has Lagged [2-minute read]

While TV households now are increasingly using Connected TVs, ad spend has not quite caught up—yet. In a new forecast package, eMarketer estimates 71.6% of households have a connected TV, but CTV only accounts for 12% of overall TV ad spend.

Here’s What’s Needed To Scale Behavioral Targeting In OTT [3-minute read]

Behavioral targeting is still in the early stages when it comes to OTT due to a few challenges. The solution to this problem includes further development of cross-device maps that tie the devices used to research products and services, such as desktops, tablets and mobile phones, to OTT and CTV devices.

Amazon To Merge Its Ad Businesses Into One Platform [3-minute read]

Amazon is streamlining its ad business so advertisers will be able to buy campaigns from the same place. This will include the consolidation of Amazon Media Group, Amazon Marketing Services, and Amazon Advertising Platform—big things for the big(gest) man on campus.

Augmented-Reality Ads Are Headed to Your Social Media Feed [4-minute read]

In an effort to take advantage of new consumer tech available on smartphones and brands’ desire to encourage more consumer engagement, Facebook is testing AR ads similar to what Snapchat has been offering for some time. Virtually trying on a new pair of Michael Kors sunglasses or testing various eyeshadow shades from Sephora are early examples that have shown increased brand interaction. Meanwhile, other companies like Ikea and Pottery Barn are looking to expand what they’ve offered via their app and website, by stepping directly into consumers’ feeds to allow for virtual experiences that don’t require shoppers to walk into their brick and mortar stores. Basically, they took out all of the leg work. (See what we did there?)