Category: Advertising Tech

June 5, 2019 Off

Google appeals $1.7BN EU AdSense antitrust fine

By Jill T Frey

Like clockwork, Google has filed a legal appeal against the €1.49 billion ($1.7BN) antitrust penalty the European Commission slapped on its search ad brokering business three months ago.

The Telegraph reported late yesterday that the appeal had been lodged in the General Court of the European Union in Brussels.

A Google spokesperson confirmed the appeal has been filed but declined to comment further.

Reached for comment, a Commission spokesperson told us: “The Commission will defend its decision in Court.”

The AdSense antitrust decision is the third fine for Google under the Commission’s current antitrust chief, Margrethe Vestager — who also issued a $5BN penalty for anti-competitive behaviors attached to Android last summer; following a $2.7BN fine for Google Shopping antitrust violations, in mid 2017.

Google is appealing both earlier penalties but has also made changes to how it operates Google Shopping and Android in Europe in the … Read the rest

June 3, 2019 Off

Is your event strategy paying off? How to calculate your event ROI

By Jill T Frey

Events have increasingly become an important channel in the marketing mix, despite how notoriously “impossible” it is to measure the ROI, or return on investment. When people show up to your event, they are willingly giving you their attention for hours on end – not trying to avoid attention-grabbing ads.

A well produced experience provides a great way to reach outside of your existing networks, build a pipeline of new customers, transform existing customers into superfans, and position your brand as a thought leader. In 2017, only 7% of marketers … Read the rest

May 31, 2019 Off

Targeted ads offer little extra value for online publishers, study suggests

By Jill T Frey

How much value do online publishers derive from behaviorally targeted advertising that uses privacy-hostile tracking technologies to determine which advert to show a website user?

A new piece of research suggests publishers make just 4% more vs if they were to serve a non-targeted ad.

It’s a finding that sheds suggestive light on why so many newsroom budgets are shrinking and journalists finding themselves out of work — even as adtech giants continue stuffing their coffers with massive profits.

Visit the average news website lousy with third party cookies (yes, we know, it’s true of TC too) and you’d be forgiven for thinking the publisher is also getting fat profits from the data creamed off their users as they plug into programmatic ad systems that trade info on Internet users’ browsing habits to determine the ad which gets displayed.

Yet while the online ad market is massive and growing — … Read the rest

May 31, 2019 Off

Amazon confirms acquisition of Sizmek’s ad server

By Jill T Frey

Amazon just announced that it’s acquiring Sizmek’s ad serving and dynamic content optimization businesses.

“Sizmek and Amazon Advertising have many mutual customers, so we know how valued these proven solutions are to their customer base,” Amazon said. “Sizmek has been searching for a buyer for Sizmek Ad Server and Sizmek DCO, and we are both committed to continuing serving their customers at the high standards they’ve come to expect.”

The company added that the Sizmek products will be operated separately from Amazon Advertising “for the time being.”

While Amazon’s ad revenue is tiny compared to its e-commerce business, it’s expanding quickly — the company’s “other” revenue, which is mostly advertising, grew 34% to $2.7 billion in its most recent quarter. The company is increasingly seen as the most likely challenger to Google and Facebook, the two biggest players in online advertising.

Sizmek, meanwhile, declared bankruptcy earlier this year.

BloombergRead the rest

May 31, 2019 Off

Foursquare buys Placed from Snap Inc. on the heels of $150M in new funding

By Jill T Frey

Foursquare just made its first acquisition. The location tech company has acquired Placed from Snap Inc. on the heels of a fresh $150 million investment led by The Raine Group. The terms of the deal were not disclosed. Placed founder and CEO David Shim will become president of Foursquare.

Placed is the biggest competitor to Foursquare’s Attribution product, which allows brands to track the physical impact (foot traffic to store) of a digital campaign or ad. Up until now, Placed and Attribution by Foursquare combined have measured more than $3 billion in ad-to-store visits.

Placed launched in 2011 and raised $13.4 million (according to Crunchbase) before being acquired by Snap Inc. in 2017.

As part of the deal with Foursquare, the company’s Attribution product will henceforth be known as Placed powered by Foursquare. The acquisition also means that Placed powered by Foursquare will have more than 450 measureable media … Read the rest

May 24, 2019 Off

How to see another company’s growth tactics and try them yourself

By Jill T Frey

Every company’s online acquisition strategy is out in the open. If you know where to look.

This post shows you exactly where to look, and how to reverse engineer their growth tactics.

Why is this important? Competitive analysis de-risks your own growth experiments: You find the best growth ideas to adopt and the worst ones to avoid.

First, a warning: Your goal is not to repurpose another company’s hard work. That makes you a thief. Your goal is to identify other companies who face the same growth challenges as you, then to study their approaches … Read the rest

May 22, 2019 Off

Google’s lead EU regulator opens formal privacy probe of its adtech

By Jill T Frey

Google’s lead data regulator in Europe has opened a formal investigation into its processing of personal data in the context of its online Ad Exchange, TechCrunch has learnt.

This follows a privacy complaint pertaining to adtech’s real-timing bidding (RTB) system filed under Europe’s GDPR framework last year.

The statutory inquiry into Google’s adtech that’s being opened by the Irish Data Protection Commission (DPC), cites section 110 of Ireland’s Data Protection Act 2018, which means that the watchdog suspects infringement — and will now investigate its suspicions.

The DPC writes that the inquiry is “to establish whether processing of personal data carried out at each stage of an advertising transaction is in compliance with the relevant provisions of the General Data Protection Regulation, including the lawful basis for processing, the principles of transparency and data minimisation, as well as Google’s retention practices”.

We’ve reached out to Google for comment. Update: A … Read the rest

May 22, 2019 Off

Roku launches new ad tool to compare linear and streaming audiences

By Jill T Frey

Roku has been getting more serious about its ad business, and today it’s launching a new tool designed to make advertisers comfortable with moving their spending over from traditional TV.

Alison Levin, Roku’s vice president of ad sales and strategy, pointed to data from Magna Global estimating that while over-the-top viewing accounts for 29% of all TV watch time, it only represents 3% of TV ad budgets. She argued that this is a wasted opportunity for advertisers because they’re struggling to reach cord-cutters and “light TV viewers.”

Why is ad spend lagging? The problem, Levin said, is “a lack of tools to understand that shift.”

“Streaming is mainstream — brands need to shift to OTT to become whole again and find the consumers they’ve lost on linear,” she said. “Roku as a platform is really uniquely positioned to solve this problem. We do understand and know the viewership pattern of … Read the rest

May 20, 2019 Off

GDPR adtech complaints keep stacking up in Europe

By Jill T Frey

It’s a year since Europe’s General Data Protection Regulation (GDPR) came into force and leaky adtech is now facing privacy complaints in four more European Union markets. This ups the tally to seven markets where data protection authorities have been urged to investigate a core function of behavioral advertising.

The latest clutch of GDPR complaints aimed at the real-time bidding (RTB) system have been filed in Belgium, Luxembourg, the Netherlands and Spain.

All the complaints argue that RTB entails “wide-scale and systemic” breaches of Europe’s data protection regime, as personal date harvested to profile Internet users for ad-targeting purposes is broadcast widely to bidders in the adtech chain. The complaints have implications for key adtech players, Google and the Internet Advertising Bureau, which set RTB standards used by other in the online adverting pipeline.

We’ve reached out to Google and IAB Europe for comment on the latest complaints. … Read the rest

May 16, 2019 Off

How startups can use Amazon’s SEO best practices to dominate new shopping verticals

By Jill T Frey

Amazon dominates the top ranking positions of Google for tens of thousands of ecommerce queries, but there are plenty of products in newer shopping categories where Amazon has not yet achieved SEO supremacy. Retailers in nascent verticals have an opportunity to follow Amazon’s SEO playbook and become the default ranking ecommerce website.

Achieving this success can be done purely by focusing on on-page SEO without the need to build a brand and a backlink portfolio that rivals Amazon.

For those unfamiliar with mechanisms of SEO, there are essentially two streams of SEO tactics

  1. On-page SEO – This is anything to
Read the rest