Two weeks ago, as part of the iOS 14.5 update, Apple instituted its App Tracking Transparency feature which requires apps to ask users’ permission to be tracked. So far, an estimated 13 percent to 40 percent of users are agreeing to that proposition, and some Facebook advertisers revealed their ad campaigns are being negatively impacted by losing access to users’ Identifier for Advertisers (IDFA). In addition, ad buyers revealed they are having problems with Facebook’s advertising tools including Ads Manager and Audience Network. Continue reading Early Results of Apple’s App Tracking Transparency Roll-Out

Google announced its intention to ban advertisements related to risky financial products, including any that promote cryptocurrencies and initial coin offerings (ICOs), beginning this June. This is part of an update to Google’s policy and seems to closely resemble a similar ban announced by Facebook in January. However, reports indicate that ad makers have found workarounds within Facebook (like typing “Bitc0in” with a zero instead of “Bitcoin”). Google plans to anticipate these sorts of workarounds in advance of the ban.

Continue reading Google to Ban Cryptocurrency and ICO Ads Beginning in June

Advertisers will be able to improve their marketing campaigns with two new tools for measuring Facebook and TV metrics both separately and together. The new Facebook Cross-Platform Brand Lift, which will debut in 2018, and the Nielsen Total Brand Effect with Lift, already available in the U.S. and U.K., are particularly aimed at marketers moving from digital to cross-media advertising. The platform also allows Facebook to compete with Google’s Brand Lift for TV, which debuted a number of years ago. Continue reading Facebook Debuts Cross-Platform Metrics Tools for Marketers

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

Facebook is testing Audience Direct, a self-service tool to help publishers sell video ads across websites and apps. Publishers list available video ad inventory, with prices, and marketers then log into the system and buy ad space, with Facebook’s massive database allowing them to choose the types of users they hope to reach. Meanwhile, Google is launching a new tool that will help advertisers track online views more closely, and learn if such views led to a retail store visit. Continue reading Facebook, Google Debut Advertising, Online Tracking Tools