The Fight Over Ad Blockers

mobile-698624_1920Technology has provided the advertising industry the means for reaching a global audience. But in today’s culture of constant and disposable digital content, advertisers must fight for their clicks. The clash of advertisers, tech companies, and ad blockers created palpable tension at a panel discussion about ad-blocking at Mobile World Congress. Whether you are a consumer, or a large brand, your experience with ad blockers will inform the future of digital ads.

The panel included executives from Google, Shine, Nestlé, AOL and Yahoo who spoke to marketers about consumer behavior and their use of mobile ad blockers. The conversation lead to recommendations pertaining to the quality of online ads, but the main focus of the discussion was Shine, a mobile ad blocker. Shine is actively working with carriers like the Three Group, a European carrier, and Digicel, a Caribbean telecompany. Customers can opt to use their ad blocking technology, which does not “whitelist” a fixed roll of publishers. This means their technology can block all mobile ads.

Shine’s technology is the cause of much debate in the realm of digital marketing. Roi McCarthy, CMO of Shine, is quick to defend the products and it’s importance to the average consumer. As a member of the panel he stated, “Every individual using a mobile handset, smartphone or desktop is being abused by ad-tech—that’s not selective, that is 100 percent. We’re talking about military-grade tracking, targeting and profiling. Consumers do not have the ability to protect themselves.” While both sides of the debate are ready with a defense, there are tech giants like Google, AOL, and Yahoo caught in the middle. These web portals are the platforms for millions of digital ads, and publishers rely on them heavily for revenue. These publishers are not at liberty to provide their content for free, or without the fair trade of ads.

While the tension may feel uncomfortable, this could create a positive change in the world of digital ads. Companies will have to find solutions informed by consumer opinion and sentiment. Additionally, companies will have to establish transparency with consumers, in order avoid any feelings of encroachment. The problem may not be ad blocking software, but the way ads are placed and presented. Reframing the challenge could lead to innovative solutions that will benefit consumers, brands and publishers. For about the fight over ad blockers, continue reading at AdWeek.

Snapchat To Grow Advertising Possibilities

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In 2013, Snapchat nearly became one of Facebook’s many acquisitions, but CEO Evan Spielgel, who was just 23 at the time, turned down Facebook’s nearly $3 billion offer. Facebook saw the value in the popular messaging app, even though at the time of the aforementioned offer, Snapchat had no sales or business model. Today, Snapchat is up against Facebook in the fight for advertiser’s dollars. Snapchat is looking to create advertising success similar to Facebook’s advertising integration with social media.

The team at Snapchat has several plans to develop ad business and mirror Facebook’s success.  One of these strategies includes enhancing ad targeting based on a user’s history through Snapchat’s Discovery portal. They would also take into consideration the user’s browser and search history outside of the app. Snapchat is eager to entice advertisers, so they will provide solutions for independent verification to assure companies that they receive what they pay for. Snapchat will also have executives working with brands to reinforce the independent verification. Additionally, there will be a content section that will incorporate paid priority content. Snapchat will also allow advertisers to target ads in publishers’ channels. These ads will be relevant to the specific content users are seeking out. This will benefit advertisers and allow them to direct their ads efficiently, based on content interest rather than general channel interest.

In addition to strategy development, Snapchat is also looking for technical solutions. Snapchat is working an advertising application programming interface (API) to allow third-party advertising and marketing tech companies to create computer programs to buy Snapchat ads. This API strategy is used by other social media giants like Google, Facebook and Twitter. Ad-targeting solutions like this API can drive the prices of Snapchat ads, because advertisers are willing to pay more for effective ads. Facebook gains advertisers because of their ability to track an ad’s performance, so Snapchat will have to build improve their tracking technology if they want to take some of those advertisers.

For Snapchat to make the most of their advertising opportunities, they will need to establish a Snap-ad standard. Snapchat is collaborating with Moat, an analytics firm, to have viewership of ads independently fact-checked. Currently, Snapchat counts a view every time a user sees an ad, even if they tap to skip it in less than second. Without verifying the effectiveness of their ads, Snapchat will be unable to have advertisers confidently purchase the exposure. While things may be working on a test-and-learn basis for advertisers, Snapchat will have to standardize their ad experience if they want to gain the ad business seen on other social platforms. To read more about ads on Snapchat, click here.