Week in Review – Twitter tests third-party ad inventory integration & Snap lays off staff

The big players

Facebook is currently testing a new Messenger feature that lets businesses and advertisers build their own self-serve sponsored messages.
YouTube has added on-device mobile video segmentation in real-time for its stories. Stories are a more light and fun alternative for video creators to put together their videos. Clearly aimed at rivaling similar tools from Snapchat, Facebook and Instagram, YouTube finally decided to make video creation easier for creators that seek out quick and easy set-ups.
Twitter may be looking to do things slightly differently to its rivals. The social media company is currently testing its ad inventory with third-party platforms and trade desks, according to a number of brands that were briefed on the matter.
Chinese messaging app WeChat has reached a milestone of one billion monthly users, owner Tencent reported this week.
Instagram appears to be launching new shutter modes to let people shoot photos with blurred backgrounds and other effects.
Snap is reportedly preparing to lay off around 100 developers and engineers over the next week.


Influencer marketing is set to become a major aspect of media campaigns and ad expenditure as 70% of marketers plan to boost their spend on influencer campaigns in 2018. That’s according to new research by influencer marketing agency Whosay.
Mobile and wearable payments are rapidly growing in the UK with consumer spending using mobile increasing by 365% in 2017, according to brand new data from Barclays’ Barclaycard. The increase signals a rising demand for consumers wanting to pay faster and more easily.
Almost half of marketers still consider email to be a priority in 2018 given its proven ROI, according to new research from Yes Lifecycle Marketing. The survey among 300 marketers also revealed that 89% of advertisers consider email among their top three marketing priorities this year.
Although more consumers are now shopping online, a third of them feel that brands do not care enough about personalization of their experiences. According to research by Episerver87% of online shoppers are now comfortable sharing their personal information in order to improve the digital shopping experience.

Product Launches

Yeahmobi, the mobile performance marketing platform, has just announced that the company joined the Interactive Advertising Bureau (IAB)’s Tech Lab.
Rubicon Project, the advertising exchange, just launched its exchange up for DSPs to offer programmatic buying in guaranteed private marketplaces.
Rockerbox, the recency marketing company, just presented its Recency Marketing Platform, which lets advertisers check out user behaviours and improve customer acquisition campaigns accordingly.
Ad tech provider, OpenX, has just announced that the company is planning to ban certain video ad formats from its exchange. These will include the 300×250 ad unit, which the company says was among the most prolific video ad units, but provided a bad experience for consumers and advertisers.
Amobee, the digital marketing tech company, has just made some improvements to its platform to enable buyers to add their own custom data sets to its bid modelling platform.

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