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Brand safety on recommendation ads is the hot topic this week. i.e. knowing that you advertise without having detrimental content to your left or right in the recommendation grid.
In tandem Facebook/Google have/are banning fake news sites from their networks. This should help address the brand safety issue by reducing supply of shit ads. Could this mean a tough quarter for recommendation companies who rely on advertising arbitrage?
In the meantime brands will spend on in-feed native, viewed as the brand safe option. I predict this is the exact positioning Google will take with their product – brand safe recommendations.
Notable Stories this Week
- Facebook overhauls ad metrics, admits four bugs.
- Native Advertising Institute Awards announced!
- ‘The money is real; that’s the problem’: Publishers turn a blind eye to content-recommendation ads.
- Facebook and Google ban fake news site from using their advertising network.
- Note this is also potentially a big problem for any recommendation unit players relying on advertising arbitrage. Unclear on the full repercussions of this Google/Facebook ban, it could just be posturing. But if they follow through, it might be a tough end to the quarter for a few companies.
- How celebrities are bending the advertising rules in the social media age.
Deals/M&A
- Snap Inc partners with FourSquare for location data.
- Bing to debut native search ads in early 2017.
- Chat bot advertising in testing.
- Google is introducing native video ads for mobile publishers.
Campaign of the Week
- [Nativeception, a native content for a native company] MarketingLand partners with AdNow to explore native advertising.
Smartest Commentary
- “There’s no reason that publishers can’t get CPMs on AMP pages that are as high as non-AMP pages. But a lot of publishers still aren’t direct-selling AMP pages, which is limiting the rates they can get.” – Laurent Cordier, Google
- I love this: “People only dislike native content when it’s crap, in the same way that they dislike any content that is crap.” – Will Harris, GQ
- “Is viewability part of the archaic or part of the new?”
Datapoints of Note
- [Google AMP] Most of the 400 publishers surveyed have seen higher ad rates compared to non-AMP mobile pages.
- [Continued] 80% or more of publishers have higher viewability rates, 85% have higher click-through rates on ads and the majority had higher effective CPMs.
- This University/Education case study.
- BBC sees 40% of its local sales being driven by content.
Trends to Watch/Bleeding Edge
- Brand safety in recommendation grids. Either it gets solved or Google takes the market. Thoughts?
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