Narrative: Advertising Sustainability
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Google Broadens Hate Speech Policies for AdSense (Apr 26, 2017)
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IAB Reports US Mobile Ad Spend Was Over Half Total Digital Spend in 2016 (Apr 26, 2017)
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Apple Reduces App Affiliate Fees from 7% to 2.5% With a Week’s Notice (Apr 24, 2017)
I noted this change myself this morning as I’m part of the affiliate program at Apple (we’ve very occasionally linked to the App Store and iTunes Store from the Beyond Devices Podcast site). The change affects app and in-app purchases, and represents both a short notice and significant reduction to the commissions affiliates have been paid in the past, without any kind of explanation or justification from Apple. There are several possible explanations: Apple could be adjusting this cut downward ahead of a reduction in its cut on apps and in-app purchases to be announced at WWDC in just over a month; it could have decided that too many companies are gaming the system, e.g. by linking to their own apps on the store and taking a bigger cut; it may have decided that it would rather foster better discoverability on the App Store than have third parties do it; or it could be something else entirely. Hopefully the other shoe will drop at WWDC – whether in the way I’ve suggested above or in some other way – but it’s entirely possible that we’ll never know. This isn’t a great signal to send people trying to build a business around the App Store, though, because it suggests capriciousness and unpredictability. And especially because it hurts those businesses which – like Apple – have eschewed advertising as a business model largely or entirely because of the tradeoffs it entails.
via MacStories
Amazon Bans Almost All Ads in Alexa’s Third Party ‘Skills’ Apps (Apr 21, 2017)
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★ Ad Standards Consortium Considers Action Against Bad Ads (Apr 21, 2017)
This story puts the recent Google ad blocker story in some useful context. That Google story suggest Google was going to act unilaterally in adding an ad blocker to its Chrome browser to target bad ads, though it would use standards developed by the Coalition for Better Ads as its benchmark. This story suggests the Coalition itself is debating taking a unified stand on bad ads, which would give Google useful cover as a member of a broader group rather than a single company transparently acting in its own interests (especially given that the EU Competition Commissioner has already said she’ll watch what Google does here closely). And as I said in the earlier piece, being part of a group which bans bad ads but allows the ones that generate 90% of its revenue would obviously be good for the top and bottom line at Google. Update: see also this later piece from Bloomberg, which adds some useful additional context and detail.
via AdAge
Google Plans an Ad Blocker it Can Control to Fend Off Ones it Can’t (Apr 19, 2017)
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YouTube Algorithm Changes Hit Legitimate Creators’ Ad Revenue (Apr 19, 2017)
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Washington Post Culls Ad Tech Vendors Over Site Slowing (Apr 19, 2017)
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★ Facebook Creates Messenger Platform 2.0 a Year After 1.0 Falls Flat (Apr 18, 2017)
Also today at F8, Facebook overhauled its Messenger Platform, which launched last year, and went as far as to call it Messenger Platform 2.0. That kind of separation from the version launched a year ago is smart, because the first round was ill thought out, with the vision for bots both too expansive and not nearly detailed enough. In the year since, Facebook has made a lot of progress, and the version of bots it now offers to developers is much more compelling and better suited to the kinds of things it will be used for. Facebook is also getting better at serving small and medium sized businesses, which continue to make up an enormous chunk of the total base of businesses in many markets. That’s important because these businesses represent the biggest future opportunity for Facebook advertising, which is already well penetrated among larger enterprises. I’m still skeptical that bots have broad appeal beyond a few specific categories, but it’s starting to look like Facebook has cracked at least some of what it will take for bots to be successful in those categories where they do make sense. And it’s less religious about bots as full-fledged experiences now, too, which means that other flavors of automated, semi-automated, and human-driven interactions can live side by side more seamlessly, which is smart.
Google Turns Image Search into an E-Commerce Funnel (Apr 13, 2017)
Google’s search advertising business is increasingly under threat from other sites pre-empting Google searches with their own search functions in specific areas, among them Amazon in e-commerce and Pinterest in fashion and other categories. As such, Google recently beefed up its image search function to serve up related results from its Shopping feature, and now also shows related images which show fashion products in use alongside other clothing or accessories. All of this is algorithmically generated without human curation, and leans on Google’s AI and machine learning technology. Google is going to have to get better and better at serving up results in these various categories if it’s to fend off the threat from the specialists, but if starting elsewhere has already become a habit for some users, they’ll never even see these Google advances.
via TechCrunch