Facebook Is Testing Playable Ad Format With Game Previews

At F8 2018 on May 1, Facebook plans to reveal more details of a new playable ad format that it just started testing with a few game developers. The ad allows players to preview a game before installing it, with the goal of driving more “high-intent” installs. Later this year, Facebook plans to roll out the new ad format across its News Feed, and to all advertisers. Facebook is also testing Premiere, which lets content creators debut pre-recorded videos, with real-time chats, as Facebook Live moments. Continue reading Facebook Is Testing Playable Ad Format With Game Previews

Facebook’s New Centralized Page for Editing Privacy Settings

In response to the recent outcry regarding how Facebook handles personal user data, the social media giant announced a new centralized page for users to control their privacy and security settings. Instead of having to visit multiple pages across the platform to change all privacy settings, users will now be able to use one centralized page. Users will also be able to review data the platform has collected about them over time. Facebook will officially introduce the system to users across the world in the coming weeks.

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Facebook Plans to Be Next Home to Online Content Creators

Facebook wants to be the next home for online content creators, aiming to displace YouTube, Patreon and others with additions to its Creator app, which launched in November on iOS and will be available on Android soon. The social media giant is currently testing ways Creator users can make more money and connect with their fans. One such way would allow monthly subscribers to gain access to exclusive content from their favorite creators and allow them to earn fan badges similar to those used on Patreon.

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Newsweek Media Group Faces New Charges of Fake Traffic

Newsweek Media Group (NMG) is facing accusations of fake website traffic, amid a wider fraud investigation. Two advertising tech companies — AppNexus, which sold online ads for NMG, and SpotX, which sold video ads — have cut ties with the company, pointing specifically to fake traffic on NMG’s International Business Times websites. DoubleVerify, which offers software to verify the quality of locations where ads appear, has also warned advertisers about spurious traffic on the four IBTimes sites and Newsweek’s U.K. site. Continue reading Newsweek Media Group Faces New Charges of Fake Traffic

Facebook Profit Jumps, Investors Wary of News Feed Tweaks

Since Facebook chief executive Mark Zuckerberg tweaked the social platform’s algorithm so that people see more content from family and friends than publishers in their News Feed, investors have been concerned that users won’t spend as much time on the platform and discourage marketers from placing ads. Facebook is now making the argument that the changes will actually benefit business, with the time people spend on the platform becoming more valuable. Its case is buttressed by a recent jump in revenue and profits. Continue reading Facebook Profit Jumps, Investors Wary of News Feed Tweaks

Advertisers Strategize Response to Facebook’s Watch Platform

Facebook launched its Watch video platform in the U.S. this summer, to increase viewership of videos on its site, and as a destination for longer-form video that stands apart from Facebook’s News Feed. In the few months it’s been live, Facebook Watch already includes hundreds of shows, including content funded by Facebook such as reality series, docu-series, a dating show and live-streaming weekly Major League Baseball games and NCAA college basketball. Now, Morgan Stanley reports on just how well Watch is performing. Continue reading Advertisers Strategize Response to Facebook’s Watch Platform

YouTube Promises Human Vetting of Google Preferred Videos

After YouTube star Logan Paul posted a video of a dead body hanging in a Japanese forest, YouTube again promised to scrutinize its top videos more closely, and also change the threshold for which videos can accept ads. Last year, marketers discovered their ads were being shown next to extremist videos. In response, YouTube developed new policies to give advertisers more control over the placement of their content and said it would better police videos. But the Logan Paul video shows just how challenging that can be. Continue reading YouTube Promises Human Vetting of Google Preferred Videos

Facebook News Feed Algorithm Tweak Favors Family, Friends

Facebook has again tweaked its News Feed, this time in a major way. The social media giant will now prioritize what a member’s friends and family share and comment on, rather than content from publishers and brands. The change, meant to maximize what chief executive Mark Zuckerberg calls “meaningful interaction,” will take place over the next few weeks. Likewise, Facebook wants to diminish “passive content,” which is defined as that which requires nothing of the viewer than to sit back and watch or read. Continue reading Facebook News Feed Algorithm Tweak Favors Family, Friends

CES: Examining the Results of the Radical Disruption of News

“The Future of News” panel at CES 2018 drew together pundits across the political spectrum to puzzle out the difference between news and opinion, what exactly fake news is, and how to pop the partisan bubbles. A conversation led by United Talent Agency head of digital media Brent Weinstein started his challenge to define the line between news and opinion — if consumers even care. The Daily Wire editor-in-chief and conservative political commentator Ben Shapiro said that the news media should not portray itself as objective. Continue reading CES: Examining the Results of the Radical Disruption of News

Preparing for Targeted Ads and Better Metrics With Smart TVs

The advent of smart TVs connected to the Internet has opened up new ways to gather data about the viewing of TV shows and ads. Three companies — Sorenson Media, Alphonso and Verance — are getting ready to leverage new technologies. The first, which is known for its video compression and coding technology, has a way to detect and analyze what’s on a smart TV screen and play the ad best targeted for a specific household. The company has created deals with smart TV manufacturers to have access to the data necessary to do so. Continue reading Preparing for Targeted Ads and Better Metrics With Smart TVs

Facebook Lifts Ban on Pre-Roll Ads, in Beta Tests for Watch

Facebook has resisted the practice of pre-roll ads. Now, according to knowledgeable advertisers, in a major shift the company says it plans to test such ads for Watch shows. The ban on pre-roll ads came directly from chief executive Mark Zuckerberg who stressed that users came to the site to look at a feed, not watch one specific piece of content. This year, however, Facebook debuted Watch, where TV studios, publishers and celebrities can try to sell advertising against their shows, an ideal format for pre-roll ads. Continue reading Facebook Lifts Ban on Pre-Roll Ads, in Beta Tests for Watch

Worldwide Ad Spending for Digital Beats TV for the First Time

For the first time, advertisers have invested more in digital ads than they did in traditional television spots. Magna, the research arm of IPG Mediabrands, reports that 2017 digital ad spending ($209 billion) represents 41 percent of the global market, while spending for TV ($178 billion) represents 35 percent. Magna predicts digital ads will reach 50 percent by 2020. According to Recode, “big TV advertisers have yet to move much of their budget over to digital, even though Facebook and Google are working hard to make that happen.” Magna expects digital spending to increase 13 percent next year, “while TV ads will grow 2.5 percent… thanks in part to one-off events like the Olympics and the U.S. mid-term elections.” Continue reading Worldwide Ad Spending for Digital Beats TV for the First Time

Amazon Builds New Ad Goals on Thursday Night NFL Games

With its NFL stream, Amazon hopes for more digital advertising. Advertisers considering the platform see at least two things they like: Amazon’s promised “attribution,” which shows how ads led to brand awareness or online store sales (including on Amazon), data that advertisers haven’t gotten reliably on TV; and Amazon’s viewers, all $99 per year Prime subscribers, which makes them more likely to make online purchases. Sling TV, Showtime, Gillette, Pepsi and Hyundai are the first to buy an Amazon NFL ad package. Continue reading Amazon Builds New Ad Goals on Thursday Night NFL Games

YouTube Unveils Tools to Create Hundreds of Ads From One

Just in advance of Advertising Week, YouTube is debuting new advertising tools based on Ipsos research that people who watch online video ads are four times more likely to pay attention than to TV ads. The research also showed that promos played on YouTube garner twice as much attention as other social platforms. YouTube added new targeting options to its Custom Affinity Audiences tool, introduced in January. The targeting options, in addition to search, include downloaded apps or real locations customers have visited. Continue reading YouTube Unveils Tools to Create Hundreds of Ads From One

Facebook Considers Brand Safety With Upcoming Video Ads

Facebook is going forward with its “video-first” strategy, including new “in-stream” video advertising. But it’s also paying careful attention to brand safety, to prevent the kind of incidents that have bedeviled YouTube and other rivals. To do so, the company debuted monetization eligibility standards to provide clear guidance on the types of content permitted to be paired with advertising on the platform. Also specified are the types of publishers and video content creators who can earn ad revenue. Continue reading Facebook Considers Brand Safety With Upcoming Video Ads

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