AdTech News Digest | Second Half of March 2018

Below, we’ve collected this week’s most interesting headlines and condensed them into a single article so you can stay up to date with the most relevant industry news.

Check out our previous week’s edition of AdTech digest to keep up with the latest events.

#1 Transparent Marketing – Improved GDPR Standards to Improve Online Advertising

One of the most frustrating parts of using the internet is the lack of transparency. However, the European faction of the Interactive Advertising Bureau (IAB) has been working on addressing this issue.

Thanks to the General Data Protection Regulation (GDPR), a new law that comes into effect in May of this year, publishers will now count with a full framework for transmitting sensitive information up the command chain. The IAB has recently released the framework for public comment, while the final version should be ready mid-April.

The main idea behind this change is to provide publishers with a standard system that is compatible with dozens of tech vendors. Having a set structure will help companies save money in the form of time and resources.

But, the most important part of the GDPR standards is the fact that users will be able to give consent before companies collect their information. At the same time, the IAB is looking to steer clear of cookies and develop alternative ways to move information without compromising it.

#2 EU Media Companies: ePrivacy Regulation Law May Cripple the Industry

There is a huge debate going on about online privacy and the use of consumer information. A large portion of the population views the current use of cookies and other types of technology that collect consumer information as unethical.

In order to address this issue, the EU has proposed a strict set of ePrivacy regulations.

While this may sound like a great idea, it can have a negative impact on a number of industries across the entirety of Europe. This is why a total of 50 media organizations have signed an open letter directed to the European Commision in order to get the law revised as soon as possible.

Note that under the proposed regulations, websites would need to request and obtain consent from consumers before collecting any type of information. This, many predict, will have a detrimental effect on industries that rely on behavioral marketing, hinting it would result in a significant hit to the economy.

The European Parliament has adopted the ePrivacy laws, but it has not been approved by any country as of yet. At the same time, this new regulation is said to benefit big players such as Google and Facebook and overlook the vast complexity of digital marketing.

#3 Google Releases Chrome 65

Earlier this month, Google released Chrome 65 for Linux, Mac, Windows, and Android. Besides a complete Material Design revamp, the newest version of Chrome also includes new developer features that give you the ability to perform more tasks on demand, like programmatically generating an image (CSS Paint API). But one of the most anticipated features – blocking autoplaying content with sound – wasn’t included in the release, even though Google was promising to add this feature to Chrome 64.

#4 A Close Look at App Marketing in India by AppsFlyer

Despite the fact that most people focus on the evolution of apps in technology-driven areas of the world, there are certain markets that have become incubators for mobile content in general. India is a prime example, as they have recently surpassed the US to become the country with the second most apps installed.

According to a recent study conducted by AppsFlyer, the number of downloaded applications has increased more than 30% in the last 12 months. This may be due to a few factors, but it can be attributed to the drop in the price of mobile data and a hefty increase in the number of people with acquisitive power.

#5 Yearly Clean Up – Google Killed 3.2 Billion Bad Ads in 2017

Last year Google took down more than 100 ads per second for violating their advertising policy. This included instances of malware, phishing scams, and fraud. This added up to a whopping 3.2 billion bad ads, an increase of more than 88% when compared to last year’s total.

Sridhar Ramaswamy SVP ADs & Commerce at Google – 3.2 billion bad ads removed last year, 100 ads per second pic.twitter.com/UXsZ6lniQX

— Kieran Kent (@KieranKent) March 21, 2018

The internet giants said that the blocked ads included both coordinated scams and one-off accidents alike. At the same time, Google also blacklisted just under 9,000 websites, and 700,000 apps, while removing 320,000 publishers from their network.

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