Week in review – What happened in mobile advertising this week

Anne Freier | September 22, 2017

Mobile Advertising

This week, Google sparked monopoly fears as it announced it would start to block autoplay video adverts with sound by default by January 2018. Although many consumers will applaud the move given just how annoying such ads can be on mobile devices, there have been fears that it plays right into the hands of an ad giant trying to become a monopoly.
Twitter’s Jack Dorsey recently told an audience at Dmexco that the platform would be changing the way it sells ads to brands and revamp campaign visibility. The company’s focus will be on simplifying and differentiating campaigns.
Apple’s Safari 11 has sparked a backlash among advertising organizations. Six major advertising trade organisations have released an open letter late last week outlining their concerns over Apple’s Safari 11 browser. The browser would remove user-controlled cookie preferences for a set of arbitrary standards.:
Uber is doing the suing this week after the ride-hailing app decided to take its ad agency Fetch Media Ltd. to court for click fraud. Uber claims that Fetch billed the company for ‘fake’ online adverts.
Facebook wants consumers to be able to retrace the adverts they viewed. That’s why the social media network launched a Recent Ad Activity tab that lets users find an ad again after they clicked it previously.
Music streaming platform Spotify launched an audio self-serve advertising platform to make it easier for marketers to create and manage their audio ads. The Spotify Ad Studio is currently operating in beta mode in the US.

It may be getting harder to compete with Google and Faceboook as eMarketer forecasts that the two companies now generate more than half (54%) of UK digital ad revenues this year to a total £6.30 billion. In 2017, Google’s UK digital ad revenues are estimated to reach £4.43 billion. That’s 38.8% of the overall UK digital advertising spend. eMarketer predicts that this figure will increase to £5.10 billion by 2019.
Whilst the majority of ad campaigns are based on data and 95% of marketers are using first- and third-party data, a whopping 64% of them do not actually know where their data sources are coming from. A new study by Bazaarvoice and Advertising Age has found that despite a general appreciation for data-driven advertising, marketers are looking for more transparency from their data partners.
Video is among the fastest growing mobile ad formats with ad spend doubling to 142% according to a Smaato report. According to the report, apps were key to mobile ad spend growth during Q2 with app usage increasing steadily. US smartphone users are already spending 89% or 1.6 trillion hours per year of their mobile time in-app. That’s projected to reach 3.5 trillion hours per year in 2021.

To address the ongoing debate on mobile advertising fraud, Mobvista this week launched an Anti-Fraud Whitepaper that sets out definitions of fraud and what advertisers can do to tackle this growing issue.
Meanwhile, AppsFlyer is trying to attack the problem by having launched a new anti-ad-fraud solution. According to screening done using the Protect360 solution, Device ID reset fraud was a much bigger problem than previously thought. It is estimated to cost advertisers between $1.1 to $1.3 billion this year and is responsible for over 50% of app install advertising fraud.
Congrats to mParticle for raising $35 million in a Series C funding round this week, led by Harmony Partners as well as previous investors Brain Capital Ventures and Social Capital. To date, the company founded in 2013, has raised a total of $76 million. mParticle clients include Venmo, Starwood, NBC Universal, Spotify, and Airbn

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